Reebok announces a new long-term partnership with Puerto Rican rapper Anuel AA, featuring product collaborations and unique releases in the latest of the brand’s long line of music partnerships.
Sportswear brand Reebok revealed Monday that it had inked a new deal with Latin musician Anuel AA for a long-term partnership, having worked with the rapper on several previous collaborations. The new partnership will feature product collaborations and special releases.
“As a lifelong fan of Reebok, becoming part of the brand is a dream come true,” said Anuel AA. “I have long admired Reebok’s unique designs and iconic roster of collaborators who have never shied away from writing 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 give me the space for unbridled creative expression. I am so honored to be a part of this brand’s legacy and help shape its next chapter.”
The Grammy-nominated artist previously teamed up with Reebok to launch exclusive collaborations with Foot Locker Inc., including collections leveraging Anuel’s Puerto Rican background. Those collections offered versions of the Reebok Classic Leather, Pump Omni Zone, and Question Mid sneaker designs.
“Reebok and Anuel share a longtime mutual admiration for one another,” said Reebok CEO Todd Krinsky. “Having the opportunity to collaborate this past season was a great indicator of what’s to come, and we’re thrilled to make this partnership finally official.
“Reebok is a brand with deep roots in music and culture, dating back to being the first sportswear brand to make a signature shoe with a hip-hop artist in the ’90s, and we’re excited to continue blazing trails in the industry with someone like Anuel, who possesses such strong individuality.”
The company has a history of teaming up with musicians, having worked with artists like Cardi B, DJ Khaled, Tems, and many more in recent years.