Reebok Classics partnership launches ‘Born Classic. Worn for Life.’ campaign
Reebok has announced a multi-year partnership with global recording artist KAROL G, appointing her as a global brand ambassador. The partnership coincides with the brand’s reintroduction of Reebok Classics for a new era. KAROL G will sit at the centre of Reebok’s global storytelling, content creation, and brand activations.
The announcement aligns with the launch of Reebok’s new global campaign, ‘Born Classic. Worn for Life. The campaign introduces a refreshed direction for Reebok Classics and positions KAROL G as its lead figure. Through this platform, Reebok links its heritage footwear range with contemporary cultural relevance.
“I’m so excited to join the Reebok family. I’ve been wearing Reeboks for as long as I can remember, so becoming a Global Brand Ambassador feels like a full-circle moment. Reebok Classics has a rich foundation and heritage in style, which is really important to me when it comes to fashion, and I love that I’ll get to be part of the brand’s story and show the world how I take Reebok with me wherever I go,” said KAROL G.
As part of the partnership, Reebok will elevate its Classics assortment through new product releases. The brand is reintroducing key lifestyle sneaker silhouettes using 100% real Garment Leather. Reebok will offer the range in both unisex and women’s-only styles. The collection focuses on premium materials while maintaining accessible pricing.
The Reebok Classics SS26 Garment Leather collection will launch on 18th February 2026. The release includes the Workout Plus in unisex sizing at $200 RRP. It also features the Freestyle Lo for women at $150 RRP. The Club C 85 and Classic Leather models will be available in unisex and women’s styles at $160 RRP. Reebok plans further releases across additional colourways and model variations.
‘Born Classic. Worn for Life.’ global campaign rollout
Reebok’s ‘Born Classic. Worn for Life.’ campaign introduces a new global marketing platform for Reebok Classics. The campaign film was directed by Renell Medrano and draws on moments from the brand’s archive. It also references women who shaped style and culture across multiple eras.
The campaign places KAROL G within this lineage as the contemporary face of Reebok Classics. In addition, the platform will feature emerging male and female talent. These individuals represent key cities, including New York City, London, and Berlin. The campaign highlights how Reebok Classics appear across global urban environments.
“‘Born Classic. Worn for Life.’ celebrates the enduring influence of Reebok Classics, connecting the brand’s heritage in footwear excellence with icons from past and present,” said Todd Krinsky, CEO of Reebok. “With Karol at the forefront, we’re redefining how a new generation experiences the legacy of Reebok Classics through individuality, confidence, and style.”
The partnership follows a milestone period for KAROL G on the global stage. Earlier in the year, she headlined the NFL’s first halftime show in Brazil. She also performed alongside Andrea Bocelli during the Vatican’s first public concert. In addition, she expanded her album Tropicoqueta with La Première, a simultaneous global broadcast reaching audiences in more than 40 countries.
In 2026, KAROL G is scheduled to headline the Coachella music festival. The collaboration aligns Reebok Classics with her continued global presence. Through this partnership, Reebok positions its heritage footwear within current music and cultural movements.