Nelly Inks Deal With Reebok

Hip-hop artist Nelly is the latest star to join forces Reebok International to promote the brand.

Canton, MA-based Reebok said last week it formed a long-term partnership with the rapper, which includes a signature line of athletic footwear, T-shirts and accessories. The new line is scheduled to hit stores for the holiday shopping season, with a broader rollout in 2006. Terms of the deal were not released.

As part of the agreement, Reebok will feature Nelly in its "I Am What I Am" campaign, which celebrates contemporary heroes of today's youth in music, sports and entertainment (Xtra Feb. 15). Nelly is the latest star to sign with the Reebok campaign. He joins Allen Iverson, Jay-Z, Yao Ming, Curt Schilling and Christina Ricci in the campaign.

"Reebok's partnership with Nelly elevates the fusion of sports and music to a whole new level," said Dennis Baldwin, Reebok's CMO, in a statement. "Not only is Nelly an incredible artist, but his passion for music is equally matched by his love of sports. Nelly has a unique style that transcends music and cultural genres with a broad consumer appeal that speaks to who Reebok truly is as brand."