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Reebok Intl & Daddy Yankee sign multi-year contract

Dec '05
Footwear maker Reebok International Ltd 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.

"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.

"Company 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."

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.

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