NEW YORK — Shakira has become the first female musician to land an endorsement deal with Reebok.
The 25-year-old Grammy Award-winning artist will take center stage in Reebok commercials set to air next April, in conjunction with the sneaker giant’s retail rollout of Shakira-inspired activewear and footwear.
What that entails is not entirely clear yet. What is certain, though, is that the singer will not have her name on the collection but will have a hand in its design. She will be backing Reebok Classics, throwback basics reminiscent of the brand’s early days, and RBK, the label’s fashion-forward, street-inspired looks.
Shakira will appear in ads, billboards, point-of-purchase signs and other promotional material. Terms of the deal were not disclosed. The agreement is part of Reebok’s “Sounds & Rhythm of Sport” marketing campaign, which already includes hip-hoppers Fabolous, Scarface and Jadakiss among its backers.
Known for mixing rock, pop, Latin and Arabic tunes, the Colombian-born songstress is seeing sales of her album “Laundry Service” approach $10 million. The move is another example of a mainstream American company making an extra push to tap into the burgeoning Hispanic market. Recently, for example, Kmart stepped up its Spanish-language advertising and launched its inaugural issue of La Vida magazine, an entertainment and lifestyle magazine for the Hispanic community, one of the retailer’s target markets.
This isn’t Shakira’s debut in the apparel industry. She was on the cover of a Delia’s catalog about a year ago. “I’m definitely not the type of girl that loves to wear high heels and miniskirts,” Shakira said in an interview last year with WWD. “My thing is mostly pants and boots and belts and studs. But you never know — I’m surrounded by so many stylists that I lose focus and I end up wearing some glamorous thing.”
Reebok said late Monday it will announce an extension of the deal Wednesday at the Rainbow Room with Shakira.
This story first appeared in the September 24, 2002 issue of WWD. Subscribe Today.