Reebok defined “Classic” for a generation... and now, a million shoes later Classics continue this legacy by leading conversation in pop & street culture. 

Reebok is embarking on a journey to “authenticate” Classics – becoming the official certifier of what is “Classic”. This global campaign is kicking off with a debate led by our ambassadors; Swizz Beatz, Verbal, Mneka, Labrinth, John wall and others... Reebok will be asking millions of people around the world what Classic means to them.

To open this debate in SA Reebok gives Toya de Lazy - up and coming South African music artist  the first Reebok Certified Classics status in the country.  

Toya is a fresh young and energetic artist. Collaborating with someone gifted with such immense talent and vision will only add to the momentum that Reebok Classics is building. In this mutually beneficial partnership Toya will actively engage with the brand on many levels… acting as brand ambassador for the Reebok Classics Drop R range. We look forward to seeing some hot Pumps “pumping it on” in her music videos and gigs!

Her gritty pop anthem ‘Pump it On’ cut through the clutter to 5FM’s playlist in October 2011, the music video to ‘Pump it On’ officially released at Reebok’s Summer 2012 Range Launch Event on Tuesday November 15, 2011 in Cape Town, at Cape CrossFit to an audience of invited guests and media only.

More about Toya and her music career:

Hailing from eMahlabathini near uLundi, KwaZulu Natal, Toya Delazy (born Latoya Buthelezi) has taken South African Top 40 Radio by storm with the release of her debut single ‘Pump It On’.  Recently signed to Sony Music Africa, the superbly talented young singer-songwriter trained as a jazz pianist but Toya’s more recent influences lie somewhere between Hip Hop, Electro, Alternative & Pop.

 ‘Pump It On’ was produced by, Jax Van Heerden and Johnny Deridder, the creative force behind Jax Panik, and is the first single from her as yet untitled debut album, scheduled for release in early 2012. 

The video, conceptualised and recently shot by Star Productions - director Tristan Holmes and Producer Adam Thal - looks set to take South African music videos to the next level. Toya herself describes it as a visual representation of “life in the fullest” to a song that is “a message you can carry in your heart to push you through till the beat stops…” The video is set to launch with both broadcast & online media partners from Monday November 14, 2011.

Toya’s musical career started with classical piano at age nine and developed into her enrolling in the Jazz program at Howard College UKZN in 2009.  She sights classical influences like Debussy's 'Clair de Lune' as responsible for “unlocking my creativity and influencing the way I construct my chords…and helped me tremendously when it comes to playing by ear and composing music.” A relatively conservative upbringing meant exploring more contemporary genres came only after leaving school, but Toya recalls that watching movie ‘Sister Act’ at a Convent primary school in Eshowe, KZN, as a truly inspirational experience for her.

One of her break through moments of 2011 came in the form of a solo performance at the 2011 Africa Concert, filmed live in Johannesburg and broadcast across the continent. Toya’s biggest live performance to date saw her share the stage with Baba Maal, Habib Koite, The Mohotela Queens & Tumi and The Volume. “It was an amazing moment in my life,” she says “from the Winston Pub in Durban to an International stage. It felt priceless.”

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