See Reebok’s Gary Vaynerchuk-designed shoes

Vaynerchuk has been trying to scale VeeFriends beyond its entertainment company roots into a fan-driven and loyalty enterprise. He recently hosted his second VeeCon festival as part of the project. Last year, Macy’s debuted a line of VeeFriends plush toys; VeeFriends Squishmallows were announced last month.

The new shoes mark the first time Reebok has worked with Vaynerchuk, according to a Reebok spokeswoman. The shoes, available for $90 purchase at the end of August on Reebok and VeeFriends sites, are not part of Reebok’s back-to-school offerings­—listed in unisex sizing, they’re meant for adults only, despite the trendiness of llamas and alpacas with younger consumers. They are priced roughly $5 to $15 higher than other Classic Nylon styles on Reebok’s site.

To spread the word about the new collection, Reebok worked with VeeFriends on a digital campaign that will run on Reebok and VeeFriends sites and social channels. The push includes a series of short videos featuring VeeFriends influencers such as Christian Robles, a professional boxer, and Esma Shmeit, a rapper.