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Reebok up to speed with rap stars

— March 16, 2006 — Marketing
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.
Trend Themes
1. Celebrity-driven Marketing - Leveraging the popularity of rap stars as brand ambassadors and influencers to target the youth market.
2. Youth-centric Advertising - Creating print and online ads specifically designed to appeal to young consumers.
3. Brand Collaboration - Partnering with rap artists to create exclusive product lines and limited-edition releases.
Industry Implications
1. Footwear - Disruptive innovation opportunity: Introducing youth-oriented sneaker designs inspired by rap stars to attract the target market.
2. Fashion - Disruptive innovation opportunity: Collaborating with rap artists to launch clothing collections that cater to the youth market's preferences.
3. Music and Entertainment - Disruptive innovation opportunity: Creating experiential marketing initiatives that bridge the gap between music and fashion to engage consumers in immersive brand experiences.
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