Photo credit: Rene Orellana / CC from 4.0
Reebok announces a new long-term partnership with Puerto Rican rapper Anuel AA that includes product collaborations and unique releases in the latest in the brand’s long line of music partnerships.
Sportswear brand Reebok announced Monday that it had signed a new long-term deal with Latin American musician Anuel AA partnership, having worked with the rapper on several previous collaborations. The new partnership includes product collaborations and special releases.
“As a lifelong Reebok fan, it’s a dream come true to be part of the brand,” said Anuel AA. “I have long admired Reebok’s unique designs and iconic group of employees who have never been afraid to make their own rules.
“It’s a special feeling to know that I’m considered a member of the team and that they not only believe in me, but also give me the space for unbridled creative expression. It is a great honor for me to be part of the legacy of this brand and to help shape its next chapter.”
The Grammy-nominated artist previously partnered with Reebok to launch exclusive collaborations with Foot Locker Inc., including collections that leverage Anuel’s Puerto Rican background. These collections offered versions of the Reebok Classic Leather, Pump Omni Zone, and Question Mid sneaker designs.
“Reebok and Anuel have long shared a mutual admiration for one another,” said Todd Krinsky, CEO of Reebok. “The opportunity to work together last season was a great indicator for the future and we are excited to finally make this partnership official.
“Reebok is a brand with deep roots in music and culture. They’re the first athletic apparel brand to partner with a hip-hop artist to create a signature shoe back in the ’90s, and we’re excited to continue pushing the boundaries in the industry with them.” someone like Anuel, the one like that possesses strong individuality.”
The company has a long history of working with musicians and in recent years has worked with artists such as Cardi B, DJ Khaled, Tems and many others.