"Karol G's relationship with Reebok is already proving lucrative. The Colombian musician announced her new role as an ambassador for Reebok through a TikTok post, generating $1.1 million in Media Impact Value (MIV) in 48 hours and increasing the brand's MIV by 239 percent, per data from Launchmetrics. As global brand ambassador, Karol G will be featured in Reebok 's storytelling, content and upcoming global activations, including the new "Born Classic. Worn for Life." campaign."
""I'm so excited to join the Reebok family," Karol G said in a statement. "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.""
Karol G announced a global ambassadorship with Reebok via TikTok, generating $1.1 million in Media Impact Value (MIV) within 48 hours and increasing Reebok's MIV by 239 percent, per Launchmetrics. The ambassadorship includes featuring Karol G in Reebok's storytelling, content and global activations, including the "Born Classic. Worn for Life." campaign. MIV assigns a monetary value to marketing across print, online and social media to calculate return on investment. Celebrity partnerships often produce significant MIV, as seen with Jaden Smith's $5.4 million Instagram impact and Jung Kook and Lily Collins' contributions to Calvin Klein. Sofia Richie Grainge has also promoted the Reebok Classic AZ sneaker.
Read at WWD
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