The Jakarta Post
Cardi B attends the Warner Music Group's annual Grammy celebration in association with V magazine in New York, United States, in January. The rapper has since become a mother, announcing the birth of her daughter Kulture Kiari Cephus on Wednesday, July 11. (AFP/Kena Betancur)
Athletic footwear and apparel company Reebok is partnering with 26-year-old rapper Cardi B, who will be promoting the brand’s new Aztrek sneaker, a callback to the Nineties style, as part of the “dad shoe” trend. The rapper, whose real name is Belcalis Almanzar has also been promoting some of Reeboks clothing apparel on her Instagram.
Matthew O’Toole, Reebok’s president, told Women’s Wear Daily (WWD) that Cardi was emblematic of what the brand had done well over the years, which is to be bold, provocative and uninhibited.
“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 was quoted as saying.
The brand has closely worked with female artists such as Missy Elliot, Eve and Queen Latifah in the past. Todd Krinsky, general manager of Reebok Performance, said earlier to WWD that the brand’s strategy had been shifting from celebrities creating sub-brands, to celebrities bringing attention to the iconic sneaker models Reebok was already known for.
Read also: K-pop band Wanna One teams up with Reebok
A previous partnership with Victoria Beckham and this new deal with Cardi B are two examples of the recent campaigns that feature influencers, ranging from stylists to vintage sellers. Despite store closures, sales in Reebok’s North American market rose 6 percent in the second quarter of this year. (acr/mut)