Karol G’s relationship with Reebok is already proving lucrative. The Colombian musician announced her new role as an ambassador for Reebok through a TikTok post, generating $1.1 million in Media Impact Value (MIV) in 48 hours and increasing the brand’s MIV by 239 percent, per data from Launchmetrics.
As global brand ambassador, Karol G will be featured in Reebok’s storytelling, content and upcoming global activations, including the new “Born Classic. Worn for Life.” campaign.
Karol G in Reebok’s “Born Classic. Worn for Life.” campaign.
Courtesy of Reebok
“I’m so excited to join the Reebok family,” Karol G said in a statement. “I’ve been wearing Reeboks for as long as I can remember, so becoming a global brand ambassador feels like a full-circle moment. Reebok Classics have a rich foundation and heritage in style, which is really important to me when it comes to fashion, and I love that I’ll get to be part of the brand’s story and show the world how I take Reebok with me wherever I go.”
Karol G in Reebok’s “Born Classic. Worn for Life.” campaign.
Courtesy of Reebok
MIV is a proprietary metric that assigns an actual monetary value to marketing strategies across print, online and social media to calculate return on investment.
Celebrity-related marketing can create a major financial impact for brands. In another example, when Jaden Smith was named the first men’s creative director at Christian Louboutin, the Instagram post announcement generated $5.4 million in media impact value in 48 hours. During New York Fashion Week last year, K-pop star Jung Kook and “Emily in Paris” star Lily Collins generated $825,000 in media exposure and $802,000 in MIV for Calvin Klein through social media posts.
When it comes to Reebok’s celebrity connections, the athletic brand has also found a partner in Sofia Richie Grainge, who has stepped out in and promoted the Reebok Classic AZ sneaker.
NEW YORK, January 26, 2026—Karol G’s recent partnership with Reebok is already paying off—to the tune of $1.1 million in Media Impact Value (MIV) within 48 hours of her announcement. The Colombian musician’s TikTok reveal of her new role as a global ambassador for the athletic brand boosted Reebok’s overall MIV by a staggering 239 percent, according to data from Launchmetrics.
A Star-Powered Boost for Reebok
How much is a celebrity endorsement worth? For Reebok, Karol G’s influence translates to over a million dollars in value.
The global ambassador role will see Karol G featured prominently in Reebok’s upcoming storytelling, content, and activations, including the “Born Classic. Worn for Life.” campaign. “I’m so excited to join the Reebok family,” Karol G said in a statement. “I’ve been wearing Reeboks for as long as I can remember, so becoming a global brand ambassador feels like a full-circle moment. Reebok Classics have a rich foundation and heritage in style, which is really important to me when it comes to fashion, and I love that I’ll get to be part of the brand’s story and show the world how I take Reebok with me wherever I go.”
MIV is a proprietary metric used to assign a monetary value to marketing strategies across various platforms—print, online, and social media—to determine return on investment.
This isn’t an isolated incident. Celebrity endorsements are proving to be a powerful force in the fashion and footwear industries. When Jaden Smith was appointed the first men’s creative director at Christian Louboutin, the Instagram announcement generated $5.4 million in media impact value in just 48 hours. Similarly, during New York Fashion Week last year, K-pop sensation Jung Kook and “Emily in Paris” star Lily Collins collectively generated $825,000 in media exposure and $802,000 in MIV for Calvin Klein through their social media presence.
Reebok is clearly doubling down on celebrity power, also partnering with Sofia Richie Grainge, who has been seen sporting and promoting the Reebok Classic AZ sneaker. It seems the brand is betting big on star power to revitalize its classic lines and connect with a wider audience.
