Reebok Intl & Daddy Yankee sign multi-year contract

06 Dec '05

3 min read

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.

Reebok International Ltd, headquartered in Canton, MA, is a leading worldwide designer, marketer and distributor of sports, fitness and casual footwear, apparel and equipment under the Reebok, Rockport, CCM, Jofa, Koho and Greg Norman brands. Sales for 2004 totaled approximately $3.8 billion.

Reebok International Ltd

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