Reebok has named Grammy-winning recording artist KAROL G as a global brand ambassador in a multi-year partnership tied to the relaunch of its Reebok Classics line, the company announced.
The agreement places KAROL G at the centre of Reebok’s global marketing and brand storytelling as the footwear and apparel maker rolls out a new campaign, “Born Classic. Worn for Life.” The partnership coincides with Reebok’s plan to reintroduce its Classics portfolio for what it calls a new era, with updated materials and product positioning aimed at today’s consumers.
Strategy behind the partnership
Reebok said the collaboration is designed to elevate its Classics assortment and connect the brand’s heritage products with contemporary cultural influence. As part of the strategy, KAROL G will appear in brand content and global activations, including as the lead figure in the new campaign.
“I’m so excited to join the Reebok family. I’ve been wearing Reeboks for as long as I can remember, so becoming a Global Brand Ambassador feels like a full-circle moment. Reebok Classics have a rich foundation and heritage in style, which is really important to me when it comes to fashion, and I love that I’ll get to be part of the brand’s story and show the world how I take Reebok with me wherever I go,” said KAROL G.
Reebok said the renewed Classics offering will focus on lifestyle sneaker silhouettes produced in 100 per cent real garment leather. The products will be offered in both unisex and women’s-only versions, with an emphasis on premium materials and accessible pricing.
Product rollout and pricing
The company said the Reebok Classics spring/summer 2026 garment leather collection will go on sale Feb. 18, 2026. The initial lineup includes several core models:
- Workout Plus (unisex), priced at $140 MSRP
- Freestyle Lo (women’s), priced at $125 MSRP
- Club C 85 (unisex and women’s), priced at $130 MSRP
- Classic Leather (unisex and women’s), priced at $130 MSRP
Reebok said additional releases will follow in multiple colourways and model variations, drawing on both current trends and heritage designs.
Global marketing campaign
The “Born Classic. Worn for Life.” campaign marks the next phase of Reebok’s global marketing strategy for Classics. The campaign film, shot by photographer and director Renell Medrano, revisits what Reebok describes as its most iconic cultural moments and the women who helped define them, including Princess Diana, Jane Fonda and Cybill Shepherd, reinterpreted for a contemporary audience with KAROL G as the central figure.
Reebok said the broader campaign platform will also feature emerging male and female talent from major cities worldwide, highlighting how the brand’s style is expressed across markets including New York, London and Berlin.
“’Born Classic. Worn for Life.’ celebrates the enduring influence of Reebok Classics, connecting the brand’s heritage in footwear excellence with icons from past and present,” said Todd Krinsky, CEO of Reebok. “With Karol at the forefront, we’re redefining how a new generation experiences the legacy of Reebok Classics through individuality, confidence, and style.”
Broader collaboration plans
Beyond marketing, Reebok said the partnership will expand into product development. In upcoming seasons, the company and KAROL G plan to release an exclusive co-designed collection, extending the Classics range with footwear and apparel influenced by the artist’s personal style and creative direction.
The announcement comes during what Reebok described as a milestone period in KAROL G’s career. The company cited recent high-profile performances and global projects as evidence of her international reach, as well as future plans that include headlining major music events in 2026.
Reebok said the collaboration aligns with its broader effort to position Classics as a central pillar of the brand’s global business, combining heritage products with contemporary cultural relevance through long-term partnerships.
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