Reebok announces a multi-year partnership with global recording artist Karol G, naming her Global Brand Ambassador as the company introduces a new chapter for Reebok Classics. The collaboration places Karol G at the center of Reebok’s storytelling, creative content, and global activations, with her headlining the Born Classic. Worn for Life. campaign that frames the brand’s approach to Classics going forward.
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For Reebok, the partnership arrives as the brand refocuses attention on its lifestyle footwear category. Classics return with renewed emphasis, positioned as everyday sneakers designed to move through life alongside the wearer. Karol G’s role extends beyond visibility, shaping how Reebok communicates style, culture, and identity within this new phase.
Karol G describes the partnership as a personal milestone, rooted in long-standing familiarity with the brand. She points to a lifelong connection with Reebok footwear and frames her new role as a natural progression. For her, joining Reebok aligns personal history with professional momentum, allowing her to take part in how the brand evolves and appears across global platforms.
As Karol G continues to expand her influence as one of the most visible artists of her generation, Reebok positions Classics as a core pillar of its product offering. The brand introduces updated lifestyle silhouettes crafted in Garment Leather, presented across unisex and women’s-specific designs. Reebok focuses on premium materials, contemporary styling, and accessible pricing, aiming to meet the expectations of a generation that approaches footwear as an extension of personal style.
The Reebok Classics SS26 Garment Leather collection launches on February 18, 2026. The release includes several of the brand’s key silhouettes: the Workout Plus, the Freestyle Lo, the Club C 85, and the Classic Leather. Each model arrives in Garment Leather and will retail between $75 and $85, depending on style. Reebok plans continued releases across multiple colorways and iterations, drawing from both established designs and current style directions.
The Born Classic. Worn for Life. campaign introduces this next phase through a global marketing platform. The campaign film, directed by photographer Renell Medrano, reflects on defining moments associated with Reebok footwear while placing them in a present-day context. The narrative references influential figures connected to Reebok’s visual history, including Princess Diana, Jane Fonda, and Cybill Shepherd, and repositions those references through the presence of Karol G.
Beyond the lead campaign, the platform expands to include emerging talent across major global cities. Reebok highlights how its footwear appears in everyday settings across New York City, London, Berlin, and other cultural centers.
Reebok CEO Todd Krinsky frames the campaign as a way to connect the brand’s past with its present direction. He emphasizes Karol G’s role in shaping how a new generation engages with Reebok Classics, pointing to individuality, confidence, and personal style as central themes.
The partnership coincides with a period of major visibility for Karol G. In recent months, she headlined the NFL’s first halftime show in Brazil, performed alongside Andrea Bocelli at the Vatican’s first public concert, and expanded the scope of her album Tropicoqueta through a simultaneous global broadcast reaching audiences in more than 40 countries. Looking ahead to 2026, she is set to become the first Latina artist to headline the Coachella music festival.
In upcoming seasons, Reebok and Karol G will further develop their collaboration through an exclusive co-designed collection. The project will introduce footwear and apparel shaped by her perspective, extending the brand’s direction for Classics while deepening the creative partnership.
Wow ! Back to the classics I am loving this for Reebok and for Karol!