Johannesburg – The relationship between the family of late rapper Kiernan "AKA" Forbes and sportswear giant Reebok has taken an unexpected turn. Following a highly publicised dispute over a previous collaboration, the two parties have reunited to launch a new range of sneakers, SneAKA 2.0. This development marks a significant reconciliation, particularly given AKA’s outspoken criticism of the brand several years ago.
In August 2020, AKA publicly aired his grievances with Reebok regarding the initial SneAKA collaboration. He claimed that despite signing what he described as a "seven-figure" deal and travelling to the United States to meet with Reebok executives, he received no payment for the creation and marketing of the shoes.
His words were sharp and direct: "Can you believe they didn't pay me a single cent for this? Not one cent."
He further elaborated, stating that he had accepted a "shitty deal" in the belief that he was contributing to South African culture.
"They refused to give me any sort of payment or royalty," he asserted at the time.
Reebok's response at the time was that AKA had fully understood and approved the terms of the deal before its execution. This conflicting narrative set the stage for a protracted period of tension between the rapper and the brand. The public disagreement cast a shadow over what had initially been a promising partnership.
Now, five years later, Reebok has announced the release of SneAKA 2.0, a new range of sneakers developed in collaboration with AKA's family. The brand’s official statement reflects a shift in tone and a clear attempt at reconciliation: "Five years ago, we partnered with the visionary Kiernan 'AKA' Forbes to create the iconic SneAKA – a fusion of style, creativity, and passion. Today, we're humbled to celebrate this milestone by introducing the SneAKA 2.0, crafted in collaboration with the Forbes family to honour AKA's enduring legacy."
The decision to collaborate with AKA’s family represents a significant move by Reebok. It suggests a willingness to acknowledge past mistakes and to rebuild trust with the Forbes family. The new collaboration is not just a business venture; it's a symbolic gesture of reconciliation, aimed at repairing the damaged reputation and acknowledging the late rapper's significant contribution to the brand's success.
The details of the new agreement between Reebok and the Forbes family remain undisclosed. However, the launch of SneAKA 2.0 signifies a remarkable turnaround in the relationship. The fact that the family has chosen to work with Reebok again suggests a resolution to the previous dispute, or at least a willingness to move forward and focus on celebrating AKA's legacy.
The release of SneAKA 2.0 is undoubtedly a significant event for both Reebok and the Forbes family. It represents a reconciliation that transcends the purely commercial aspects of the initial deal. It also serves as a testament to the enduring power of AKA’s influence and the lasting impact he had on the South African music and fashion scenes.
