NEW YORK Sports apparel and fitness company Reebok said it has signed a long-term licensing deal with hip-hop/R&B musician and producer Pharrell Williams to produce and market a collection of men's and women's Rbk footwear and a men's apparel collection.
The initial launch of the collections next summer will be a limited distribution, available only in "select high-end boutiques and better department stores worldwide." Canton, Mass.-based Reebok said it is working with Pharrell to develop an integrated global marketing and grassroots campaign to promote the footwear line, called "Ice Cream" and the "Billionaire's Boys Club" men's apparel collection. Arnell Group in New York is Reebok's lead ad agency.
"Reebok's licensing partnership with Pharrell will enable us to reach a new cross section of consumers," said Todd Krinsky, vice president of Rbk. "Pharrell's collections will fuse skate, hip-hop and alternative rock global youth cultures to reach a broader audience across all musical genres." Financial terms of the Pharrell deal were not revealed.
Reebok's other collaborations targeting a similar consumer audience have included 50 Cent, Allen Iverson and Venus Williams.
— Brandweek staff report