latino lingo

All things related to effective Hispanic marketing, Hispanic advertising and Hispanic public relations.

Friday, December 09, 2005

Daddy Yankee signs with Reebok

Reebok announced it has signed reggaeton artist Daddy Yankee to a multi-year partnership that includes a signature collection of athletic footwear, apparel and accessories called DY. Daddy Yankee joins Reebok's other performers like Jay-Z, 50 Cent and Nelly. DY launches in the spring of 2006 and be available at athletic specialty retailers.

I've written about the growth of reggaeton and how it has become a way for brands to reach the youth. It's just great to see how far hip-hop music and now reggaeton have come; since just 15 years ago you would have been considered a "sell out" and certainly not "keeping it real" if you signed an endorsement deal. Just ask MC Hammer. Good for you Daddy Yankee!


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