Nelly and Daddy Yankee Get Tied Up With Reebok
As previously reported, Lil' Wayne, Lupe Fiasco and Mike Jones have also signed on with the athletic wear company to promote their "OG Collection."
"We're bringing together the power of all of our assets," Que Gaskins, Reebok lifestyle and entertainment marketing chief told New York's Daily News.
Nelly's Derrty One line, which will include sneakers, T-shirts and hats, will launch April 4. Derrty One's casual sneaker line will run approximately $75. Meanwhile, Daddy Yankee will debut a line of sneakers, apparel and accesories with kicks priced at about $80. Yankee's line is due to premiere May 23.
"Nelly's shoe will have a clean, inner-city, urban style," Gaskins added. "Daddy Yankee's will have more of a soccer flavor."
The sneaker giant hopes to target a youth market with the $50 million campaign. To date, Jay-Z, 50 Cent and Philadelphia 76ers guard Allen Iverson have all been part of the campaign.
Print ads featuring Weezy, Lupe and Jones have already appeared in several publications, including XXL.