ALECIA ‘ICE’ BROWN

FOOTWEAR DESIGN APPRENTICE CANDIDATE * REEBOK 2025-26’

Heritage — Future

Hi, I’m Alecia “Ice” Brown also known as The Style Specialist, I am writing to express my enthusiasm for the Reebok Footwear Design Apprenticeship. As a creative storyteller and Style Tech, I approach footwear not only as design but as a language of culture, history, and future possibility. My background in apparel & footwear design, styling, street dance, visual art, and architecture has given me a wide lens to understand how style functions as both a craft and as technology of expression.

Reebok’s legacy of innovation—rooted in icons like Allen Iverson and carried into the future through bold new partnerships—resonates deeply with my own vision. I see footwear as a cultural archive, where every detail tells a story. One of my recent projects, A.I. vs The World, reimagines sneakers as both design objects and narrative tools, tying eras of history to performance and style. In this way, I believe I can contribute to Reebok’s journey of cultural impact, while also learning from the brand’s expertise in design, performance, and innovation.

Allen Iverson changed the game — not just with his crossover, but with his style, his voice, and his fearlessness. A.I. vs the World asks: what if that energy could travel through time?”

A.I. vs the World is a streetwear design concept that reimagines Allen Iverson as a time-traveling cultural icon whose fearless mentality transcends basketball and generations. Using sneakers, apparel, books, packaging, and even architecture as vessels in storytelling, the campaign explores how Iverson’s influence would look in different eras and movements — from stylin’ on the streets of the 90’s to futuristic courts yet to come and from the arenas of Ancient Greece to preserving cultural rights during the Harlem Rennaissance. Each product becomes a “time machine capsule,” blending the Reebok Question’s heritage with new cultural aesthetics, proving that Iverson’s impact is timeless and how design will continue to carry his legacy forward.

The Algorithm Glitch

The Poetic Prodigy

The Questioner

The Street-Smart Olympian

The Rebel Messenger

The Court Jester-King

BRAND HISTORY & WHY THE REEBOK QUESTION

Reebok has always been a brand rooted in innovation, individuality, and cultural impact. From breaking ground in performance running to shaping fitness, fashion, and street culture, Reebok has consistently stood at the intersection of sport and style.

The Reebok Question, released in 1996 as Allen Iverson’s first signature sneaker, is one of the most iconic expressions of that legacy. More than just a performance shoe, it became a cultural statement — symbolizing rebellion, authenticity, and the fearless spirit of hip hop entering the NBA.

Choosing the Question as the foundation of this portfolio is about honoring that history while reimagining its future. I am using this shoe as both canvas and teacher — one of the longest-standing silhouettes in the game — to build my knowledge on footwear design while respecting what’s already perfect. The Question doesn’t need to change the game; it already defined it. My role is to extend its story into new eras of culture, style, and expression.

BRAINSTORMING + CREATIVE EXPLORATION

SKETCH I

SKETCH II

DETAILS + UNIQUE DESIGN CHOICES

#E7AFA0

#0D3322

#F4C431

#701D22

#0D0D0D

#EFE3B9

Reebok Family is more than a campaign—it’s a tradition in the making. Picture a varsity yearbook reimagined for today’s athletes: every page a showcase of extraordinary talent, passion, and skill, but also the legacy of community they carry with them. This is where new members of the team aren’t just signed, they’re celebrated, welcomed into a family that sees style, sport, and story as inseparable.

Reebok Family opens the door to a world where being an athlete means being part of something bigger. A team. A story. A legacy.

“REEBOK FAMILY” STYLED LOOKS & CAPSULE

Left to Right/Top Row: 1. Women Skirt & Racer Top 2. After-Game Press Suit 3. All-Athlete Game Bag 4. Lifestyle Motor Suit 5. Tunnel Tee & Short

Left to Right/Bottom Row: 1. Draft Pick Suit 2. Community Jersey 3. Reebok Family Athlete’s Jacket 4. Capsule Tag 5. Pre-Game Warm Up

RENDERED COLORWAYS

EXTERIOR BUILDING DESIGN:

REEBOK CONCEPT SHOP

The A.I. vs The World x Reebok Concept Store is where product becomes experience—designed to show not just what we create, but how it lives, breathes, and moves beyond conception.

FLOOR PLAN & LAYOUT:

TOP/DOWN ZONING LAYOUT

INTERIOR MOCK-UP & EXPERIENCE FLOW

CONSUMER JOURNEY MAP

Flow + Connection

Visitors pass through each Era Room in sequence, each sneaker tied to a philosophical lesson.

Props and interactive elements merge museum with street culture, showing sneakers not just as fashion but as cultural relics.

Together, the six rooms form a time-travel archive of style through Iverson’s mythos.

COLORWAY/ERA ROOM OUTLINES + DETAILS

This map creates a narrative-driven cycle: Attraction — Immersion — Ownership — Belonging. It ensures the sneaker isn’t just bought but lived with and remembered.

WHY REEBOK/WHY ME?

I am here to be both student and innovator: to absorb knowledge from Reebok’s seasoned team while pushing my own ideas and explorations forward. I use A.I. as a supportive tool to amplify my artistry—not to replace my hand, but to expand my ability to visualize and archive stories. This allows me to imagine sneakers not only for the present, but for the cultural and stylistic futures they can create.

I would be honored to bring my passion, discipline, and vision into this apprenticeship, supporting Reebok’s mission while growing as a designer within a brand I deeply respect.

Thank you for your time and consideration. I look forward to the opportunity to learn, contribute, and create at Reebok.

Sincerely,
Alecia “Ice” Brown