Karol G is ready to elevate her influence, stepping boldly into the spotlight as Reebok’s new global brand ambassador, Billboard can exclusively announce Wednesday (Jan. 21).
Marking a new era for the footwear brand, the multi-year partnership marks the return of the Reebok Classics sneaker with Karol G at the forefront of its storytelling, creative content and upcoming global activations, most notably for its campaign “Born Classic. Worn for Life.”
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“The campaign is really meaningful to me because it honors Reebok’s heritage and the women who’ve shaped culture over generations,” the Colombian superstar tells Billboard. “It feels powerful to help carry that legacy forward and connect it to where culture is going next.”
In this collection, set to launch Feb. 18, Reebok reintroduces its beloved lifestyle sneaker silhouettes made from 100% genuine garment leather. These options are available in both unisex and women’s-only styles, aiming to provide today’s generation with premium footwear that prioritizes style and is at the forefront of trends—all while remaining affordably priced.
“Having a pair — especially the classic styles — felt like everything back then,” she recalls of owning her first pair of Reeboks when she was young. “I remember dreaming about them, imagining how it would feel to finally wear them and walk into school with that confidence. That era stayed with me. Reebok became part of my story early on, tied to my childhood, movement, and self-expression.”
For Karol, quality and style were non-negotiable and had to convey a sense of authenticity: “They had to be sneakers that I would genuinely wear in my everyday life. Movement is an essential part of who I am — whether it’s dancing, performing, or simply living — and I need sneakers that allow me to move freely while still feeling confident and stylish.”
As for what’s the perfect Karol G song to soundtrack the new Reebok Classics? She says “Provenza,” which hit No. 1 on both the Hot Latin Songs and Latin Airplay charts in 2022.
“It feels timeless and effortless. It’s not about trends — it’s about confidence, comfort, and being grounded in who you are. That song, and those sneakers, represent feeling good in your own skin and enjoying life in an authentic way,” she expresses.