New York rapper Cardi B dons more than just bloody shoes. The hip-hop diva has social media’s attention courtesy of footage showing her flexing in Reebok attire.
This week, Reebok treated fans to shots of Cardi posing in Reebok workout gear.
Yesterday, Reebok’s president came forward and confirmed the company’s decision to work with Cardi.
“For us, she really is emblematic of what our brand has done well over the years and that is to be bold, provocative and uninhibited,” Matthew O’Toole, Reebok’s president, told WWD. “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.” (Just Jared)
Reebok is known for partnering with high-profile musicians over the years.
Reebok was the first athletic brand to partner with hip-hop artists including Jay-Z, Pharrell and Future, on their own footwear lines. The brand has also worked closely with female artists including Missy Elliott, Eve and Queen Latifah. Todd Krinsky, general manager of Reebok Performance, previously told WWD that the strategy has shifted from celebrities creating their own sub-brands and silhouettes to celebrities bringing attention to Reebok’s iconic sneaker models. (WWD)
Earlier this year, Cardi and pop star Bruno Mars wore Reebok kicks in their “Finesse Remix” music video.
Mars danced in Reebok Court Victory Pumps, which was worn specifically by tennis pro Michael Chang in the early 1990’s. His dancers were also spotted in old-school kicks from Nike. Cardi B dressed the part, also donning black and gold Reebok classics. Let’s just say she is giving Jennifer Lopez a run for her money as the ultimate Fly Girl. (Footwear News)