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July 22, 2011  | by: Katherine Polanco

Swizz Beatz Onstage at the Launch Party

On July 19th, the place to be was eSpace on NYC’s West Side. The Reethym of Lite Launch Party was epic. Record producer DJ, rapper, painter and visual artist Swizz Beatz seems like he’s embarking on an amazing adventure by working alongside Reebok.

The environment was cool and chill. Decked out with four open bars sponsored by Hennessy Black, the space quickly started to fill out with celebrities like Alicia Keys, alongside her husband Swizz Beatz, Diddy, Cassie, Red Cafe, Clive Davis, Pharrell Williams, Busta Rhymes, Beyonce, Jay-Z, Noreaga and many more.

Alicia Keys receiving kisses from her husband Swizz Beatz in matching green.

Sporting Reebok clothing, waitresses served lobster rolls, tuna tartar and filet mignon, failing to disappoint any of the guests.

The celebrities didn’t steal the show away from the creativity that flowed around in the venue. The walls were covered with a new Reebok collection that people couldn’t help but stop and look at.

The Reethym of Lite Sneaker Collection

The Reethym of Lite Sneaker & Apparel Collection

The campaign celebrates the new Reebok Lite footwear and apparel collection that will hit shelves soon. This new collection is iconic and extremely creative through Swizz’s interpretation of the Reethym of Lite.  Check out the new campaign commercial below:

The night didn’t end there.  Swizz surprised his friends and the special guest list with a performance hat included a new track titled Reebok’s Back, Lloyd Banks Start it Up , Fancy, and a few oldies but goodies including DMX’s Party Up in celebration of his release from jail on July 19th.  Check out a clip from the show below:

The vibe and live band was amazing, and left me looking forward to the return of Reeboks Classic to TV.

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