“AHCHOO!”…”God Bless You!” – The sneeze heard round the world, haha. We know this may not be new news by now, but there may be some people living under a rock – or at least someplace away from the blogosphere and “innanets” (might not be a bad place by the way), and for those people, we proudly present to you – “AHCHOO”.

As we enter the shop’s 5th year we start out with a major collaboration with Reebok, a brand that has been a big part of our business since it’s inception, and for the EB-team – a brand that has been a big part of our lives. Unforgettable childhood memories of Domonique Wilkins, Michael Chang, Shawn Kemp, and of course Dee Brown. Reebok has always been a classic brand when it comes to footwear, but furthermore, an icon, within our cultural community of sports, music, and fashion.

Again, if you missed it – we were all over the blogs, and are very thankful to everyone that covered our story. The enthusiasm for this project has given us a permanent smile, and the satisfaction that the people out there “get” us. I urge people to google-about, and check out what the rest of the world has had to say about the “Ahchoo” Pump AXT, from it’s video release to the backstory and concept, and to the shoe look and design itself.

Please be sure to keep up with us (Use hashtag #AHCHOO on twitter), as more info and details regarding this special release will be shared in the coming weeks…

TIME OUT! Long Island’s premier sneaker boutique, Extra Butter, has teamed up with Reebok for their first collaborative release.  In customary form for the film-theme concept shop, Extra Butter finds inspiration from Dave Chappelle’s character, Ahchoo, from Mel Brooks’ Robin Hood: Men in Tights.  Though the 1993 comedy is an uncanny platform for a sneaker project, the Men in Tights Pack reveals a deep connection for both brands to this cult classic. Similar to Chappelle’s big-screen debut as Ahchoo, which marked the beginning of a successful and legendary career for the then up-and-coming comedian/actor, Extra Butter’s inauguration into the business of major brand collaborations is sure to be a prelude to more things to come. Incorporating Reebok’s relationship to the film is Ahchoo’s first scene, where he calls time out during a medieval brawl for a chance to pump up his Reeboks; forever embedding Reebok into pop culture.

The Reebok AXT- a classic silhouette long missing from the scene until recently.  Appropriately named ‘Ahchoo,’ colorblocking pays a direct homage to Dave Chapelle’s Afro-Islamic wardrobe when his character first meets Robin Hood during the fight scene.  Majestic hues of deep burgundies and purples with hits of light hazel lay upon premium plush micro-suede, pig skin, and leather.  The orange basketball Pump plays as a direct call-out to the traditional Pumps on almost all original Reebok Pumps, including the model on set for the infamous movie scene.

Releasing at Extra Butter on 12/31/11.

To view the “AHCHOO” full version video please click here.

-Cinematic