Reebok is turning up the volume with its next generation of rap stars, led by Nelly and Daddy Yankee.
The No. 2 sneaker marketer that hit the top of the charts with rappers Jay-Z and 50 Cent, will unveil today its latest celeb-inspired products and ads aimed at capturing the youth market.
In addition to St. Louis rapper Nelly and reggaetton superstar Daddy Yankee, the new Reebok "roster" promoting the company's young, edgier Rbk line includes hip hop artists Mike Jones, Lupe Fiasco and Lil Wayne. They'll be front and center in new print and online ads that are part of Reebok's $50 million global "I Am What I Am" campaign.