The relationship between the family of late rapper Kiernan “AKA” Forbes and sportswear giant Reebok has taken an unexpected but significant turn. Following a highly publicized dispute over a previous collaboration, the two parties have reunited to release a new range of sneakers, SneAKA 2.0. This reconciliation marks a new chapter, particularly given AKA’s outspoken criticism of Reebok several years ago.
In August 2020, AKA publicly expressed his dissatisfaction with Reebok following the release of the original SneAKA collaboration. He revealed that, despite signing a “seven-figure” deal and travelling to the U.S. to meet with Reebok executives, he received no financial compensation for creating and marketing the shoes.
“Can you believe they didn’t pay me a single cent for this? Not one cent,” AKA said at the time. He lamented having accepted what he described as a “shitty deal” in the hope that it would contribute to South African culture. “They refused to give me any sort of payment or royalty,” he added.
Reebok responded at the time, asserting that AKA had fully understood and approved the terms of the deal. This conflicting narrative led to a prolonged period of tension between the rapper and the brand, overshadowing what had initially seemed like a promising collaboration.
Now, five years later, Reebok has announced the launch of SneAKA 2.0, a new range of sneakers developed in collaboration with AKA’s family. The brand’s official statement reflected a clear attempt at reconciliation: “Five years ago, we partnered with the visionary Kiernan ‘AKA’ Forbes to create the iconic SneAKA. Today, we’re humbled to celebrate this milestone by introducing the SneAKA 2.0, crafted in collaboration with the Forbes family to honor AKA’s enduring legacy.”
The decision to collaborate with the Forbes family signals a significant shift, with Reebok seemingly addressing past mistakes and seeking to rebuild trust. This new collaboration transcends commercial interests, becoming a symbolic gesture of reconciliation and a tribute to AKA’s lasting impact.
While details of the new agreement remain undisclosed, the release of SneAKA 2.0 reflects a major turnaround in the relationship. The fact that AKA’s family chose to work with Reebok again suggests a resolution to the previous conflict, or at least a willingness to focus on celebrating AKA’s legacy.
The launch of SneAKA 2.0 is a noteworthy moment for both Reebok and the Forbes family, representing not only a renewed business venture but also a tribute to AKA’s influence on South African music and fashion.
