Renowned producer Swizz Beatz has been brought in as of last year to be a global creative director to help with the design of the Reebok Classics. Unlike many situations where a major star will come into a company just as a figurehead, Swizz really does know style and understands the market quite well. When dealing with brands like Reebok, business is serious and every deal makes a huge impact.
For example, in August of 2005, Adidas made an offer to buy out Reebok at the high price of $3.8 billion dollars. These are global fashion and trend setters that have some huge future incomes and a growing population and crowd to sell to. From sports to hip-hop there are diverse demographics that these shoes and clothing lines appeal to and it is interesting to see what happens with the involvement of some major celebs.
It takes many artists to sketch, shape, and color different ideas for shoes and clothes prior to pushing to market and they take this research stage serious. Hundreds of thousands or millions of any given item may be produced and distributed world wide with few incremental additions or changes so it must be right.