Reebok Taps Karol G to Front Born Classic Worn for Life Campaign

Reebok’s new ‘Born Classic. Worn for Life.’ campaign puts the Reebok Classics line back in the spotlight with GRAMMY-winning global artist KAROL G as its new global brand ambassador. The multi-year partnership launches as Reebok rolls out a refreshed, leather-led Classics assortment aimed at a new generation of style-first sneaker consumers.

A new chapter for Classics

For Reebok, the KAROL G partnership is the start of a new era for Reebok Classics, placing the artist at the center of brand storytelling, content, and global activations tied to the campaign. The move aligns Reebok with one of Latin music’s most visible names at a time when celebrity led launches remain a key driver of reach in sneakers and sportswear.

For KAROL G, the deal is positioned as a full circle moment. KAROL said in an interview that “I’m so excited to join the Reebok family. 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,”

Design, Leather, and Heritage

At the product level, Reebok is reintroducing core Classics silhouettes in 100% real Garment Leather, with unisex and women’s only options across the line. The brand highlights a style-first approach, targeting consumers who want familiar shapes with elevated materials and a clean, heritage-driven look at an accessible price point.

The initial SS26 Garment Leather offering spans four models: Workout Plus, Freestyle Lo, Club C 85 and Classic Leather. Reebok notes that future drops will cycle through additional colorways and iterations that toggle between current trends and archival-inspired design cues.

Release Date, and Access

The Reebok Classics SS26 Garment Leather collection is set to launch on February 18, 2026, with the Workout Plus priced at $85, the women’s Freestyle Lo at $75, and both the Club C 85 and Classic Leather at $85. These figures place the shoes firmly in the accessible lifestyle tier, below many premium collaborations but above entry level basics in the broader sneaker market.

Campaign and cultural reach

The ‘Born Classic. Worn for Life.’ campaign leans into Reebok’s archive and its past connections to culture and entertainment. The campaign film, shot by Renell Medrano, revisits references like Princess Diana, Jane Fonda and Cybill Shepherd while reframing those moments through KAROL G as today’s lead figure.

Reebok also points to a broader cast of rising male and female talent from global cities including New York, London, and Berlin, highlighting how Classics are meant to live across different local scenes. This blend of legacy imagery and contemporary musicians and creatives mirrors a wider trend across sportswear, where brands mine their own history to stand out in a crowded lifestyle market.

Performance Wear and Future drops

Reebok positions these Classics as lifestyle sneakers built around leather uppers and recognizable, timeless silhouettes rather than new performance technology. The focus is on everyday wear, versatility, and visual authentication through familiar silhouettes like the Club C 85 and Classic Leather, which remain core to the brand’s footwear identity.

Looking ahead, Reebok confirms that the partnership will include an exclusive collection of footwear and apparel codesigned with KAROL G, drawing from her personal style and global fan base. For fans, collectors, consumers, this signals that Reebok Classics will be a recurring story through 2026 as the brand leans into accessible icons, celebrity led campaigns, and consistent drops rather than one off hype plays.