In its latest musical partnership, Reebok has teamed with hip-hop/rap artist Nelly for a signature collection of athletic footwear, apparel and accessories. No stranger to brand marketing, Nelly’s yet-to-be-named collection, with price points between $75 and $85, debuts with a holiday 2005 line in select boutiques and athtletic retailers. Distribution is expected to expand in 2006.
Coinciding with this long-term partnership is Nelly’s participation in Reebok’s “I Am What I Am” global ad campaign. Created by New York ad agency mcgarrybowen, the campaign celebrates athletic and entertainment icons of today’s youth culture. Nelly will begin appearing in print “I Am What I Am” ads later this year.
Steve Stoute, founder of brand imaging and consulting firm Translation, assisted in partnering Reebok with Nelly.