Pecohub Reebok has inked a new multi-year partnership with Grammy-winning global recording artist Karol G as the brand reintroduces its Classics collection for a new era.
As the athletic company’s newest global brand ambassador, the songstress will be at the center of Reebok’s storytelling, content, and upcoming global activations, most notably as the campaign star of its new “Born Classic. Worn for Life.” campaign.
For the Colombian singer, her new partnership with Reebok is a “full circle moment.”
“I’m so excited to join the Reebok family,” Karol G said in a statement Wednesday. “I’ve been wearing Reeboks for as long as I can remember, so becoming a global brand ambassador feels like a full-circle moment. Reebok Classics have a rich foundation and heritage in style, which is really important to me when it comes to fashion, and I love that I’ll get to be part of the brand’s story and show the world how I take Reebok with me wherever I go.”
In the campaign film, shot by Renell Medrano, Karol G recreates iconic moments from the women who inspired generations – from Princess Diana’s effortless style to Jane Fonda’s studio workouts and Cybill Shepherd’s cinematic elegance, the company noted.
In addition to starring the “Provenza” singer, the campaign will also feature rising male and female talent from key cities across the globe, championing how Reebok style comes to life from New York City, to London, Berlin, and beyond.
The signing of Karol G as ambassador comes as Reebok revamps its Classics lifestyle sneaker collection. In its new era, the line will be reintroduced in 100 percent real Garment Leather, offered in both unisex and women’s-only styles.
Launching on Feb. 18, the Reebok Classics spring/summer 2026 Garment Leather collection will include the Workout Plus, Freestyle Lo, Club C 85 and Classic Leather sneaker models. Retail prices range between $75 and $85.
In an interview with FN, Reebok chief executive officer Todd Krinsky said the refresh is in response to the dominance of the brand’s Club C model in recent years.
“We have such a wide range of lifestyle product that we’ve held back from promoting in the market, but now’s the time to release them in complement to the Club C,” Krinsky told FN. “A lot of these silhouettes were really iconic in the 1980s, especially our use of the soft garment leather Reebok is known for. So, we’re bringing that exact leather back we used to use back in the day and offering it to today’s consumer.”
The CEO added that the addition of Karol G as ambassador is to help bring awareness to the refreshed Workout Plus and Freestyle Lo – two of her personal favorite styles. “The most important thing in our industry is storytelling,” Krinsky maintained. “And Karol G is a creative who truly loves sneaker culture, and I think her connection with the brand shines through in this new campaign.”
In the seasons ahead, Krinsky added that Reebok and Karol G will also introduce an exclusive collection co-designed by the multiplatinum artist, expanding the brand’s vision for Classics with footwear and apparel offerings inspired by her style, story, and global influence. The CEO noted that consumers could expect the collaborative collection in 2027.
“We are working on something for 2027 that’s really special,” Krinsky said. “I’m fortunate enough to see the process with her, and it does really lean into our archive. So, it’s very Reebok in terms of what she wants to create, but definitely with our own twist.”
