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Expect to see Ariana Grande wearing a whole lot more Reebok gear in public soonCredit: Supplied
Anyone who’s seen high octane performers like Beyonce, Pink and Bieber perform in concert will attest to the fact singers these days almost need to be as fit as pro athletes to cope with back-to-back rigorous dance routines over several hours, night after night.
So perhaps it’s not so surprising global activewear giant Reebok, which usually affiliates with sporting stars as ambassadors, today announced it has tapped pop singer Ariana Grande in a new PR partnership. While it’s not yet been spelled out exactly what capacity she’ll contribute, the brand claims her strong, passionate, fearless persona and influence over her millions of young fans are what drew it to her.
Twenty-four-year-old Grande joins a growing list of social media-savvy models and young entrepreneurs who have started to replace sportsfolk as faces of big stakes fitness companies. Last year, Bella Hadid was signed to Nike, just as sister Gigi Hadid has been to Reebok for several campaign seasons now. Kendall Jenner jumped on the adidas commercial wagon earlier this year, joining supermodel Karlie Kloss, who is also affiliated.
Kylie Jenner is the campaign face of Puma, the same brand Rihanna has of course aligned with commercially for the hugely successful Puma x Fenty by Rihanna line that was most recently the toast of New York Fashion Week Spring/Summer 2018. Cara Delevingne is signed to Puma too, just as Giselle is to Under Armour. (As the wife of a multi championship-winning elite athlete, the latter comes closest to having legit fitness expert cred.)
“At Reebok we believe that potential is limitless and Ariana instills confidence in a younger generation to take risks, to fail forward, to keep pushing, keep challenging conventions, break down barriers and to get back up,” Reebok said today in a statement. “We could not be more excited to have Ariana join our incredible community and help us invite people across the world to embrace their true selves and Be More Human.” And it seems the big love swings both ways.
“Reebok’s message of enabling and encouraging self-belief and self-betterment is something I fundamentally live by,” Grande replied.
“I’m honoured to partner with a brand whose mission is to inspire people to be the best possible version of themselves.” Expect to see commercially-savvy Grande on stage and street-papped in plenty more big-logo Reebok sports gear very soon.
