Reebok and Khalid partner up for global campaign

By

Robin Driver

Published
Jan 22, 2020

Boston, Massachusetts-based sports and footwear brand Reebok announced the launch of its global partnership with Grammy-nominated American singer-songwriter Khalid on Tuesday.
 

According to the Adidas-owned brand, the partnership reflects “a collective mission to inspire creativity and encourage experimentation and self-expression in today’s youth.”
 
As part of the deal, the multi-platinum recording artist, whose hits include “American Teen” and “Young Dumb & Broke,” will make his debut in Reebok’s worldwide “Sport the Unexpected” campaign in spring 2020.

He follows in the footsteps of Cardi B, who was the face of the same campaign in July 2019, starring in a surreal video where the rapper tied the laces of her sneakers with magically extending fingernails.
 
The brand has promised that Khalid’s own appearance in the campaign will pair “immersive elements of irreverence and the surreal with Khalid’s authentic and charismatic self to tell an unexpected story,” suggesting that fans can expect to take another plunge into the weird and wonderful.
 
“I’m amped to partner with Reebok,” commented Khalid in a release. “I love how they mix old and new and honor the classics with fresh twists. I hope we can inspire a new generation of people to be themselves and take creative chances.”
 
In celebration of the partnership, Reebok released images of Khalid sporting a pair of the brand’s Club C sneakers and playing with his dog Maui.
 
Maui can also be seen wearing a specially designed Reebok dog tracksuit, and fans can enter a competition to win a limited-edition dog track jacket inspired by the piece. One of the images was also posted on Khalid and Maui’s Instagram accounts.
 
It’s unclear at this point whether the deal between Reebok and Khalid will include any kind of creative partnership beyond the singer’s starring role in the “Sport the Unexpected” campaign.