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Nelly, Daddy Yankee introduce Reebok lines
Monday, March 13, 2006
By: Kenny Rodriguez
 Reebok has enlisted St. Louis rapper Nelly and reggaeton artist Daddy Yankee to join Lil Wayne, Mike Jones, and Lupe Fiasco in its “I Am What I Am” multimillion dollar campaign.
Nelly’s “Derrty One” signature line – which includes an array of sneakers, T-shirts, and hats – hits stores this April, while Yankee’s new line of sneakers debuts on May 23rd alongside other similar apparel and clothing accessories.
“We're bringing together the power of all of our assets," said Que Gaskins, Reebok’s lifestyle and entertainment marketing chief. "Nelly's shoe will have a clean, inner-city, urban style. Daddy Yankee's will have more of a soccer flavor."
Reebok hopes the addition of Nelly and Daddy Yankee to its $50 million campaign will appeal to the youth and urban market. Its “I Am What I Am” promotional campaign has previously included several high-profile names such as Jay-Z, 50 Cent, and Allen Iverson.
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