Endorsement: Cardi B Is The New Face Of Reebok

UNITED STATES — Boston -based athletic footwear and apparel company Reebok just teamed up with rapper Cardi B.

The 26-year-old Bronx native will promote Reebok’s Aztrek sneaker, a silhouette from the Nineties that retails for $100 and falls in line with the “dad shoe” trend. She will also push some of Reebok’s apparel, which started to pop up on her Instagram feed last month.

“For us, she really is emblematic of what our brand has done well over the years and that is to be bold, provocative and uninhibited,” said Matthew O’Toole, Reebok’s president. “If we look at some of the things we’ve done with Allen Iverson or being the first to sign musicians, or more recently with Kerby [Jean-Raymond] of Pyer Moss, when we are at our best we are with people who are comfortable living out loud and Cardi fits that.”

O’Toole wasn’t forthcoming about the details of the deal, but said this starting point is a canvas to create more and there are plans to feature Cardi B in campaigns and connect her personal style with some of the products the brand develops.

Cardi B, whose real name is Belcalis Almanzar, has partnered with brands including fast fashion retailer Fashion Nova — she will release a capsule collection with the company on Nov. 15; Steve Madden; Tom Ford, and the public recently found out she turned down a collaboration with Diesel. But her deal with Reebok marks one of her bigger corporate alliances and her arrival as a global pop star with bankability.

Last April 2018, Reebok named former Crayola executive Melanie Boulden its new vice president of marketing (see it here).

Photos Credit: Courtesy of Reebok