Khalid and footwear giant Reebok have teamed up for a new global partnership.
The company revealed the singer as their newest ambassador and will feature him in their “Sport the Unexpected” campaign later this spring. The campaign focuses on being creative through self-expression and experimentation. Reebok made the announcement on Instagram, also welcoming Khalid’s dog, Maui, to the family.
The Grammy award-winning artist follows in the footsteps of singers Cardi B and Ariana Grande, who also starred in the campaign. In a statement to Billboard, Khalid mentioned his excitement about working with the brand to help inspire young people.
“I’m amped to partner with Reebok. I love how they mix old and new and honor the classics with fresh twists. I hope we can inspire a new generation of people to be themselves and take creative chances.”
Reebok, who is owned by Adidas, is well known for making its mark on pop culture. They had collaborations with NBA star Shaquille O’Neal and rapper Jay Z, who became the first non-athlete face of the brand in 2003. With last year’s kick off of the Sport the Unexpected campaign, Reebok aimed to mix both sport and fashion, showcasing that it is okay to change things up sometimes. The company has also featured other celebrities such as 50 Cent, Kendrick Lamar and Victoria Beckham to name a few.
The Reebok partnership kicks off the start to a huge week for Khalid. With the Grammys coming up this Sunday, he holds a Record of the Year nomination for his song, “Talk.”