Reebok announces a groundbreaking partnership with Red Bull BC One, the global market leader in breakdance competitions. Breakdance is experiencing tremendous growth worldwide and will debut on the world stage this summer, continuing to inspire a new generation.

Every year, thousands of breakers worldwide compete to take part in the Red Bull BC One World Final. Since 2004, 20 World Finals have been held in major cities around the world, and Red Bull BC One hosts over 85 qualifying events and programs in 35 countries. European breakdance champion and Reebok athlete Dany Dann describes it as “the Champions League of Breaking.”

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“We are very excited about this partnership. Reebok and Red Bull are two incredible brands with rich heritage and shared values, driven by inclusiveness and rooted into communities. This collaboration is an opportunity to continue nurturing and celebrating the intimate connection between sport and culture,” said Cristiano Fagnani, CEO at NGGH++, the brand's European partner.

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Through this new partnership, Reebok will have the opportunity to support and connect hundreds of B-Girls, B-Boys, DJs, judges, and MCs worldwide, offer them an exclusive range of products, and follow them on their way to the Red Bull BC One World Final 2024 in Brazil on December 7.

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“With this partnership, we’re thrilled to continue and expand upon Reebok’s longstanding legacy in the worlds of dance, HipHop culture, and sports.  It’s always been a part of this brand’s mission to encourage individuals to express themselves through movement so we’re incredibly excited to be working with a brand like Red Bull to help inspire today’s b-boys and b-girls and celebrate breaking culture through elevated storytelling and meaningful activations,” said Todd Krinsky, CEO of Reebok.

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With Red Bull BC One, Reebok continues to set new standards at the interface of sport and culture, inspires movement, connects with local breakers and engages in the community, while millions of B-Boys and B-Girls worldwide use Reebok products to participate in major dance and breakdance competitions.

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The Red Bull BC One World Final will take place on December 7 in Rio de Janeiro.

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Photos via Reebok