Sportswear giant Reebok has signed up all-girl R&B band Mis-Teeq to front a major UK push behind the Sounds and Rhythms of Sport campaign. The band joins a global roster that already includes US rapper 50 Cent and singer Mary J Blige.
The deal, which was handled by Cake, will see the trio promote the new women’s clothing collections and make public appearances on behalf of the brand. The launch of the campaign coincides with the start of Mis-Teeq’s latest tour, which Reebok has made bespoke products for.
The Sounds and Rhythms of Sport campaign is part of a marketing strategy for its street-inspired clothing range Rbk, which was launched in the UK last year with a print and outdoor campaign fronted by singer Samantha Mumba in November.
The announcement that Mis-Teeq has signed up to the campaign coincides with 50 Cent’s visit to the UK to launch his footwear from the G-Unit Collection, and it is the first major activity in the UK featuring the Sounds and Rhythms strategy.
The campaign uses both sport and music stars to promote the Reebok brand and it has been successful in the US. Other stars signed up to the campaign include rapper Jay