It is one of the most strategic partnerships in the world of dance, HipHop culture, and sports. Reebok has announced a collaboration with Red Bull BC One, the global leader in breaking (breakdance) competitions, a rapidly growing sport that returns this summer with the Red Bull BC One World Final. European breaking champion and Reebok athlete, Dany Dann, considers it as “The Champions League of Breaking.”

Through this project, Reebok will have the opportunity to support hundreds of b-girls, b-boys, DJs, judges, and MCs worldwide, guiding them on their journey towards the main event in Brazil: the Red Bull BC One World Final 2024, scheduled for December 7th.

“It has always been a mission of the brand to encourage people to express themselves through movement,” says Todd Krinsky, CEO of Reebok, “so we are incredibly excited to collaborate with Red Bull to inspire today’s b-boys and b-girls and celebrate breaking culture through elevated storytelling and top events.” With Red Bull BC One, Reebok confirms its mission: to create an intersection between sport and culture, inspiring movement and engaging the global community.