The launch of the new Ice Cream sneakers collection by Reebok and producer Pharrell Williams was held November 5, 2004, at Standard, a lifestyle boutique in Atlanta. Though the famed producer, Pharrell, was not in attendance, his creativity definitely was. The Ice Cream sneakers, on display throughout the store atop ice cream cones, come decorated with images of diamonds, money, cars and other items of the "ice cream" lifestyle. The cutting-edge sneakers, which come in various color combinations, are only available in select boutiques and stores such as Standard. Atlanta Reebok representative Crishna Hill says there is a limited number of sneakers that were made and released in the U.S. Limited availability means only the true fashion savvy consumers will have a pair.
The night was filled with surprises from a DJ spinning in the middle of the store to various celebrities dropping in. A little after 10 pm, as the guests on hand enjoyed their share of complimentary drinks and sushi, the DJ began to take the launch party to the next level. In the midst of partying music entrepreneur Dallas Austin was seen checking out the Ice Creams. Video director Chris Robinson (Usher- My Boo), came through with a few friends to get a first look at the new Pharrell/Reebok creation. As store owner Farshad Arshld said, "the party was a success!"
Other guests in attendance included celebrity stylist Patrick Cooper, Nefertiti Robinson of Dance 411 productions, video director Brian Barber, and of course, your host Skye of "The Mix" lifestyle television show.
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