Soon Reebok’s I Am What I Am campaign will include Nelly, who’s signed on for a “long-term partnership that includes a signature collection of athletic footwear, apparel and accessories.”
“The initial launch of the collection will be in holiday 2005 in select boutiques and athletic specialty retailers with an expanded distribution in 2006. The collection will feature clean, aggressive, sport-inspired designs with unique colors and materials that reflect Nelly’s personal style and flavor.”
The announcement also included the information that Steve Stout, a consultant for Reebok and head of Translations, helped make the connection. I’m betting that Nelly will probably fare better in the I Am What I Am campaign than did 50 Cent, though 50 did get a lot a press out of having his ad banned in Britain.
In related Nelly/sneaker news, Business Week has a brief look at the Air Force 1 as a “Nike profit machine” with a sell-through rate of 100%.