Italian design label Armani has teamed up with sports label Reebok for a new line of running shoes, introduced during the men’s fashion shows in Milan.

The new EA7 collection, which consists of sporty (The Runner) and more sophisticated styles (Mega Chic), comes after fellow Italian designer Salvatore Ferragamo launched sneakers with Yohji Yamamoto and Kanye West’s successful design stints for Louis Vuitton and Nike sneakers.

Combining fashion and fitness in shoes isn’t completely new then — however, Armani’s translation could be the most sports-focused yet.

And given that the designer co-owns the Olimpia Milano basketball team (also known as Armani Jeans Milano), one of whose sponsors is Reebok, by the way, it could be that he got some first-hand knowledge on what an athlete really wants in a shoe.

His own explanation is far more simple, however: “Today sportswear and active wear have become really important parts of our wardrobes,” Armani said.

“I wanted to offer my customers the possibility of wearing sports clothes that were stylish and comfortable.”

EA7 will hit international Reebok and Armani stores as well as select retailers in July.