Reebok is stepping into a new era of lifestyle fashion — and it’s doing it with Karol G leading the charge.

The athletic brand has announced a new multi-year partnership with the Grammy-winning Colombian superstar, naming her its newest global brand ambassador as Reebok revamps and relaunches its iconic Classics collection for a modern generation.

Karol G will be the face of Reebok’s global storytelling, content, and activations, starting with the brand-new campaign titled “Born Classic. Worn for Life.” For the “Provenza” singer, the partnership is personal — calling it a “full circle moment,” since she has worn Reeboks for as long as she can remember.

The campaign film (shot by Renell Medrano) taps into timeless cultural style moments, with Karol recreating iconic looks inspired by legendary women such as Princess Diana, Jane Fonda, and Cybill Shepherd — celebrating confidence, elegance, and individuality across eras.

The collaboration also arrives as Reebok refreshes its Classics lineup with a major product update: the line will now be reintroduced in 100% real Garment Leather, offered in both unisex and women-only styles. The new Spring/Summer 2026 Garment Leather collection launches February 18, featuring classic silhouettes like the Workout Plus, Freestyle Lo, Club C 85, and Classic Leather, with retail pricing between $75 and $85.

Reebok CEO Todd Krinsky said the refresh is meant to expand the brand’s lifestyle push beyond the popular Club C, bringing back the same signature soft leather and iconic 1980s silhouettes that made Reebok a staple in the first place. He also noted Karol G was the perfect partner, not just because of her global influence, but because she genuinely loves sneaker culture — and especially styles like the Workout Plus and Freestyle Lo.

Even bigger: Reebok confirmed the partnership won’t stop at campaigns. In the coming seasons, Karol G and Reebok will introduce an exclusive co-designed collection, including footwear and apparel inspired by her personal style and story — with the full collaborative line expected to release in 2027.