Cardi B's Reebok Deal Has Been "Decades In The Making"

First Jay-Z, Pharrell and Missy Elliott, now Cardi B has inked an endorsement deal with Reebok. The refreshingly real performer, who shot to fame as the first female rapper to top the Billboard chart's Hot 100 in almost 20 years, has been brought on board to promote the sportswear giant’s Aztrek trainer and select clothing, which has already begun to populate her Instagram feed.

"Everything that you love about Cardi is what you love about Reebok," the brand said via a press release. "Reebok has a long-standing legacy of nonconformity, whether it’s creating the first workout shoe exclusively for women or putting bold-faced expletives and fresh-faced hip-hop stars in its big ad campaigns in the early ’00s."

Over the past few years, Reebok has signed ambassadors who are reflective of its growing female customer base. Gigi Hadid, Ariana Grande and Gal Gadot are already on the books, and the 2018 Victoria Beckham collaboration was designed to clarify the brand’s stake in both fitness and fashion categories. As Beckham said at the time, sportswear has a long way to go to “be just as strong and powerful as the men’s product”, but the tired formula of “shrink it, pink it” for women just doesn't wash any more.

The deal will bring Cardi's brand tie-ups to a total of three. Earlier this year, she announced a partnership with Steve Madden and the fruits of her clothing collaboration with Fashion Nova will come to light this month. Although details of the Reebok union are scant so far, there can be no doubt that Cardi, just like the household names already affiliated with the company, will use her platform to boost Reebok's female following even further.