Reebok has revealed a new collaboration with AI and metaverse technology company Futureverse. The partnership will focus on creating AI, Web3, gaming and metaverse experiences for customers. This is part of Reebok’s strategy to expand customer interaction with its products, combining its brand positioning with Futureverse’s “play-to-learn” concept. The partnership will launch “Reebok Impact” in 2024, a digital shoe experience that will immerse consumers in AI and digital wearables. Reebok CEO, Todd Krinsky, emphasised the brand’s commitment to consumer trends and transformative technology, and the importance of engaging consumers in the digital evolution of its products. This is the first announcement in what is expected to be a long-term partnership between Reebok and Futureverse.