REEBOK TO LAUNCH DADDY YANKEE SHOE
Hispanic Reggaeton Music Star Expands Endorsement Push
By Rich Thomaselli and Laurel Wentz, Ad Age
The campaign is from The Additive, Philadelphia and Los Angeles, a firm founded by Que Gaskins — now Reebok’s VP-global marketing for lifestyle and entertainment for the RBK brand. Though details of the shoe line and the national ads have been kept under wraps, Mr. Gaskins said the campaign is not necessarily geared toward the U.S. Hispanic community.
“It’s all-encompassing,” he said. “It’s more a reflection of Daddy Yankee’s music instead of us trying to pigeonhole him. Reggaeton pulls influences from hip-hop, reggae, merengue and salsa, so the advertising pulls influences from his cultural perspective.”
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