Reebok Enters a New Era with KAROL G as the Face of Its Classics Revival

Reebok is stepping confidently into a new chapter as it relaunches Reebok Classics for a new generation, announcing a multi-year partnership with global superstar KAROL G. The collaboration positions KAROL G as a global brand ambassador and places her at the heart of Reebok’s future-facing narrative, from campaign storytelling to worldwide activations. More than a traditional endorsement, the partnership signals a cultural alignment between an artist who defines her era and a brand rooted in decades of sporting and streetwear influence.

Central to this new era is Reebok’s global campaign, Born Classic. Worn for Life., which reframes the brand’s heritage through a contemporary lens. The campaign celebrates enduring silhouettes as cultural mainstays that evolve with the people who wear them. Shot by Renell Medrano, the film moves through Reebok’s most defining moments, spotlighting the women whose style and individuality have shaped generations, with KAROL G serving as both muse and modern icon.

The timing of the partnership mirrors a defining period in KAROL G’s career, as she continues to transcend borders and rediscover what global stardom looks like. In recent months, she has delivered a series of historic moments, from headlining the NFL’s first halftime show in Brazil to sharing the stage with Andrea Bocelli during the Vatican’s first-ever public concert. She has also expanded the universe of her album Tropicoqueta through La PremiEre, a simultaneous global broadcast that brought her music into homes across more than 40 countries, blurring the line between live performance and cinematic experience.

The collaboration feels poised to grow alongside KAROL G’s own legacy. With her upcoming milestone as the first Latina artist to headline Coachella in 2026, her partnership with Reebok underscores a shared belief in cultural impact in a world where style, music, and identity are inseparable.