Pharrell Williams of production duo The Neptunes has revealed
the name of his signature sneaker collection with Reebok will be called Ice
Cream.
The Ice Cream footwear collection will drop next month and is
part of a long term licensing deal between Williams and Reebok, the company
that will also produce his Billionaire Boys Club clothing line.
Both the sneakers and the clothing line will be available in
limited runs at high end boutiques across the globe.
"There is a tremendous opportunity for us to create a niche
in the sneaker category that would set this collection apart from anything else
that is out there," Williams said. "The Ice Cream collection is everything
the sneaker enthusiast desires — it is fashionable, aspirational, and most
of all it is limited."
The sneakers come
encased in packages that resemble ice cream cartons and according to Reebok,
the first designs feature “sparkling images of diamonds and dollar bills.”
Additional designs
include images of radios, dice, pagers and money rolls. The sneakers will retail
for $200 and will debut in three colors: black/red/blue, yellow/navy/blue
and white/black/red.
