Daddy Yankee, the spokesperson

Mon05Dec2005

Daddy Yankee, the spokesperson

18:09 H | Topics: Celebrities - Marketing - Music

Yep, lots of posts about Daddy Yankee lately, but that's because the rey del reggaeton has got his hand in a little bit of everything. According to a press release from Reebok, he just signed a contract with them:

Reebok and multi-platinum 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.

This is Reebok identifying a young urban market for athletic footwear beyond the urban African American market dominated by their competitors, which they've been attempting to court by signing Jay-Z et al.

For Daddy Yankee, first it was a nationally syndicated radio show on ABC and now a deal with Reebok. Reggaeton is becoming more and more mainstream. I ask, again, will this be its demise or will it mirror hip hop's move into the mainstream?

Via / PR Newswire and Latin Music News