Reebok International has formed a multi-year deal with Latin music recording artist Daddy Yankee.
The deal includes a signature collection of athletic footwear, apparel and accessories called DY. The products will launch next spring at athletic specialty retailers.
Yankee will appear in Reebok’s “I Am What I Am” global ad campaign, created by mcgarrybowen in New York.
“We look forward to offering product that mirrors Daddy Yankee’s style and allows consumers to fully celebrate the culture of reggaeton,” said Que Gaskins, Reebok’s VP-entertainment and lifestyle marketing, in a statement.
Yankee has won a number of awards, including Album Reggaeton of the Year at the 2005 Billboard Latin Music Awards for his Barrio Fino production. His song Gasolina became one of the biggest international breakthrough hits last year, Reebok said.
Reebok also has partnerships with Jay-Z, 50-Cent and Nelly.
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