Reebok and Adidas have joined forces to fight the evil forces of Nike but in the meanwhile Reebok will continue with their “I Am What I Am” campaign. While it is no secret that Reebok wants to tap into the hip-hop market, the shoe company now wants to attack the hip hop market on a global level.
Miri Ben-Ari, the hip-hop violinist, and the unconventional English hip-hop artist, The Streets, have joined forces with Reebok to continue its global onslaught. The “I Am What I Am” campaign has targeted the younger demographic by using music icons and athletes and has included the likes of Nelly, Allen Iverson, Jay Z, Stevie Williams, Curt Schilling, Yao Ming and others.
With the addition of Ben-Ari and The Streets, Reebok looks to tackle that demographic outside of the U.S. The Israli native Ben-Ari has been made famous by her violin work on songs by the likes of Twista, Kanye West, Janet Jackson and others. Birmingham, England’s The Streets has made noise with his 2004 release A Grand Don’t Come For Free which made him a name with fans overseas that are looking for an artist unlike any other.
