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.
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)
@heriethpaul and @gracebol have a moment on the @victoriassecret fashion show 2017. See every look from the runway on WWD.com. Link in bio. (📷: @giovanni_giannoni_photo) #wwdfashion #victoriassecret #VSFashionShow
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia