First it was Jay-Z, then Pharrell and Missy Elliott got a taste; now the newest member to put pen to paper with Reebok is Cardi B. With the numerous fingers pointing at self acclaimed queen of Hip hop Nicki Minaj for stopping their bags (interfering with their income), it would seem that the award winning newbie can draw back hers as yet another bag just got secured.
The refreshingly real performer, who shot to fame as the first female rapper to top the Billboard chart’s Hot 100 in almost 20 years, has been brought on board to promote the sportswear giant’s Aztrek trainer and select clothing, which has already begun to populate her Instagram feed.
The brand, at the press release, had this to say: “Everything that you love about Cardi is what you love about Reebok”. They went on to say; “Reebok has a long-standing legacy of nonconformity, whether it’s creating the first workout shoe exclusively for women or putting fresh-faced hip-hop stars in its big ad campaigns in the early ’00s.”
For the past few years, Reebok has made a big push into the women’s market, signing ambassadors who are reflective of its growing female customer base. The company has brought on ambassadors including Gigi Hadid, Gal Gadot, Ariana Grande and Danai Gurira; not forgetting the 2018 Victoria Beckham collaboration. A collaboration that was designed to clarify the brand’s stake in both fitness and fashion categories. As Beckham said at the time; “sportswear (for women) has a long way to go to be just as strong and powerful as the men’s product, but the tired formula of shrink it, pink it for women just doesn’t cut it any more”.
Cardi B seems to be on roll as regards collaborations with established fashion houses. The deal will bring Cardi’s brand tie-ups to a total of three. Earlier this year, she announced a partnership with Steve Madden and the fruits of her clothing collaboration with Fashion Nova will come to light this month. Although details of the Reebok union haven’t been released, there can be no doubt that Cardi, just like the household names already affiliated with the company, will use her platform to boost Reebok’s female following even further.