MILAN, Jan 17, 2010 / FW/ — “Today, sportswear and active wear have become part of our wardrobe and it is really important that I offer my clients the opportunity to wear clothing of comfort and style,” Giorgio Armani said in a statement when the EA7 Emporio Armani collaboration with Reebok was announced.


And as expected, this new alliance opened the Emporio Armani Fall 2010 show yesterday, heralded by a geometric representation of a robot that nicely summed up the sharp ski wear paired with neon colored Reebok shoes.

With gray and black as the dominant color, silver zippers, red insets and yellow ski jackets and pants made the show high energy.

Emporio Armani shows are always fast-paced anyway, but with this ski wear segment, especially with snow pouring in ski slopes around the globe, there is a certain “of the moment” feel to the whole proceedings.

Uli Becker, president of Reebok International summed up the collection nicely, “This collaboration offers a new perspective for the design-conscious consumers. EA7 Emporio Armani which is recognized worldwide for its fashion and style, combined with tradition in the field of training and fitness of Reebok, blend perfectly to create and offer innovative sporting goods.”

This new line will be available in July 2010 in a limited number of Emporio Armani boutiques and some Reebok concept stores around the world.