Brands introduce Kintsugi-inspired limited-edition sneakers spotlighting women’s resilience
Dove and Reebok have jointly introduced a limited-edition sneaker collection in India as part of a new campaign aimed at positioning both brands around themes of resilience and recovery. The collaboration, called Reborn in My Kicks, takes design cues from Kintsugi, the Japanese technique of repairing broken pottery with gold.
The companies said the metallic crack-like detailing on the shoes is meant to represent rebuilding after setbacks.
“Reborn Stronger is more than a campaign; it’s a movement that celebrates the beauty of rebuilding, in hair, in life, and in spirit. Sports is filled with stories of resilience, where individuals overcome adversity and are reborn stronger. Through our collaboration with Reebok, we are taking this philosophy beyond care into culture, championing women who turn every setback into strength”, said Sairam Subramanian, Vice President, Hair Care, Hindustan Unilever, which owns Dove. He said the tie-up extends Dove’s focus on care into broader cultural messaging.
Arjun Ramamoorthy, Brand Head for Reebok India, said the project reflects Reebok’s positioning around inner strength. “We’ve always believed that strength isn’t defined by how hard you can push but by how many times you rise after being knocked down. Reborn in My Kicks is our celebration of that spirit of women who rebuild themselves with courage and grace”, he said.
The limited-edition line is available online and at select Reebok outlets in Mumbai, Bengaluru and Delhi. Stores will also offer workshops introducing customers to Kintsugi, the art form that inspired the design.
The companies did not disclose production volumes or sales targets for the collection.
