Reebok, Hip-Hop violinist Miri Ben-Ari make music

MUMBAI: American Hip-Hop violinist Miri Ben-Ari and footwear firm Reebok make noise with the announcement of a multi-faceted partnership.

This includes a first-of-its-kind collaboration between the brand and Universal Motown Records to produce a music video for We Gonna Win the first new single on Ben-Ari's debut album.


The album is called The Hip Hop Violinist. The venture marks Reebok's first foray into overseeing the creation of a music video. The partnership will highlight Israeli superstar, Ben-Ari as the newest face of the brand's global I Am What I Am advertising campaign, featuring print, online and retail components.



The music video will feature Ben-Ari and rap artist Styles P wearing customised Rbk branded apparel, footwear and accessories. Ben-Ari said, "Partnering with Reebok is a natural fit for me because they truly value artists who are not afraid to be different and stand out from the crowd. I am excited to work with Reebok on my new music video and thrilled to be part of their I Am What I Am campaign."



Ben-Ari is the latest celebrity endorsee to be featured in Reebok's I Am What I Am global advertising campaign. the others include pop star Jay-Z, basketball player Yao Ming, rap star Nelly and actress Christina Ricci. Created by New York ad agency mcgarrybowen, the campaign links the entire brand's marketing and advertising efforts under the I Am What I Amumbrella, and is supported by the company's largest advertising spend in nearly a decade.

Reebok's chief marketing officer Dennis Baldwin says, "Reebok is excited to partner with Miri because she is such a creative force in the evolution of Hip-Hop. As a true pioneer in the music world, Miri perfectly embodies our brand's I Am What I Am platform of authenticity and individuality."

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