Karol G is once again proving her power — not just in music, but in marketing.

The Colombian superstar recently announced her new role as global brand ambassador for Reebok, and the impact was immediate. Within just 48 hours of sharing the news on TikTok, the partnership generated an impressive $1.1 million in Media Impact Value (MIV) and boosted Reebok’s overall MIV by 239 percent, according to Launchmetrics data.

As part of her new role, Karol G will be featured across Reebok’s storytelling, digital content, and global activations — including the brand’s latest campaign, “Born Classic. Worn for Life.” The campaign highlights the legacy and timeless appeal of Reebok Classics, aligning perfectly with Karol G’s personal style and global influence.

In a statement, Karol G described the partnership as a “full-circle moment,” sharing that she has worn Reeboks for years. For her, the brand’s heritage and foundation in style make the collaboration authentic and meaningful.

Media Impact Value (MIV) — a metric that assigns a monetary value to marketing exposure across print, digital, and social platforms — underscores just how powerful celebrity partnerships can be. Recent examples include Jaden Smith’s appointment at Christian Louboutin and major social media moments tied to Calvin Klein during New York Fashion Week.

With this new chapter, Karol G continues expanding her empire — bridging music, fashion, and global brand influence in a way only she can.