Reebok and Latin music recording artist Daddy Yankee have formed a multi-year partnership that includes a signature collection of athletic footwear, apparel and accessories called DY. Regarded as one of the most respected and influential reggaeton artists, Yankee is the latest star to join Reebok's music roster that includes Grammy award winners Jay-Z, 50 Cent and Nelly. DY will launch in the spring of 2006 and the collection will be available at athletic specialty retailers. The collection will consist of sport-inspired designs that exude Daddy Yankee's vibrant energy.
“Daddy Yankee is a true trailblazer in the music industry and Reebok is excited to partner with someone that has such a strong connection and point of relevancy with today's youth,” said Que Gaskins, Reebok's vice president of entertainment and lifestyle marketing. “We look forward to offering product that mirrors Daddy Yankee's style and allows consumers to fully celebrate the culture of reggaeton.”
“Reebok is the perfect brand for me to partner with because they believe in what I believe in — being real and not being afraid to do something that sets you apart from the crowd,” said Yankee. “I'm truly honored to be able to share my uniqueness and creativity with the rest of the world through my deal with Reebok.”
Known as “the king of improvisation,” Yankee's constant focus and rapid development have allowed him to collaborate with artists such as Nas, Fat Joe and DJ Tony Touch. Additionally, Yankee has performed onstage with Grammy award winners Olga Tanon and Diddy.
In addition to having a signature collection, Daddy Yankee will be featured in the brand's “I Am What I Am” global advertising campaign. Created by New York advertising agency mcgarrybowen, the “I Am What I Am” campaign celebrates contemporary heroes of today's global youth including music icons, athletes and entertainers. Daddy Yankee is the newest member to join Reebok's “I Am What I Am” family which includes Christina Ricci, Donovan McNabb, Allen Iverson, Jay-Z, Yao Ming, 50 Cent, Stevie Williams, and many more. The multi- faceted campaign links the entire brand's marketing and advertising efforts under the “I Am What I Am” umbrella, and is supported by the company's largest advertising spend in nearly a decade.
Born Raymond Ayala in Villa Kennedy, Santurce, Puerto Rico, Daddy Yankee, 28, has long been recognized for his lyrical ability and creative registry. A pioneer of reggaeton — a mix of salsa, hip-hop and dancehall — Yankee has been active for more than 15 years within the Latin music scene and the entertainment industry. Yankee has been the recipient of numerous awards including “Album Reggaeton of the Year” at the 2005 Billboard Latin Music Awards for his “Barrio Fino” production. His song “Gasolina” became one of the biggest international breakthrough hits in 2004.