In a resounding return to the world of hip hop, Reebok marked its comeback with the Back Like We Never Left event on 7 December 2023. This celebration not only signified Reebok’s return but also paid tribute to the 50th anniversary of hip hop.
The event featured a collaboration with hip hop heavyweights DJ Ready D and YoungstaCPT, resulting in the release of a new track, “Back Like I Never Left,” available on select streaming platforms.
Steve Young, Reebok Marketing Manager, emphasized the song’s significance, stating that it deeply resonates with Reebok’s narrative. The brand aims to contribute more to local and global hip hop culture, aligning with the genre’s evolution over the decades.
The choice of DJ Ready D and YoungstaCPT reflects a commitment to acknowledging the past, present, and future of hip hop. Grand Master Ready D, a pioneer in the genre, and YoungstaCPT, a prominent figure in South African hip hop, embody Reebok’s journey through the realms of hip hop.
YoungstaCPT expressed his thoughts on the collaboration, quoting Notorious B.I.G., “Who thought hip hop would take it this far?” He highlighted the role of brands in the relationship with artists, noting that collaborations like the one with Reebok contribute to paying homage to the history of hip hop. According to him, such collaborations are crucial for the local creative industry, providing value, creative freedom, and resonant storytelling.
The Back Like We Never Left event served as a tribute to the golden days of hip hop while celebrating its vibrant present and promising future. Attendees were invited to immerse themselves in the various eras that shaped hip hop culture.
The highlight of the event was the debut of “Back Like I Never Left” by DJ Ready D and YoungstaCPT, symbolizing a continuation of Reebok’s legacy in the hip hop scene.
The collaboration and the event itself are not just about a comeback; they are about honoring the rich history of hip hop and Reebok’s integral role in shaping that history. “Back Like I Never Left” is not just a song; it’s a hip hop anthem that captures the essence of a genre that has left an indelible mark on global culture.
As the track drops on major streaming platforms, it invites audiences to join in the celebration of hip hop’s influence and Reebok’s enduring connection to this dynamic and influential culture.