La Bichota is Reebok’s new global ambassador and creative collaborator.

Colombian music sensation Karol G continues to strengthen her resumé with high-profile partnerships. The singer’s latest accolade? A throwback to the noughties as the face of the Reebok “Born Classic. Worn for Life.” campaign. The rollout is part of a larger deal with the sportswear powerhouse, which includes upcoming collaborative projects. 

2025 was undoubtedly a big year for singer and businesswoman Karol G. The star premiered Karol G: Tomorrow was Beautiful, a documentary taking viewers behind the scenes of her record-breaking “Mañana Será Bonito” tour; released her fifth studio album Tropicoqueta; walked the runway of the revamped Victoria’s Secret show, and performed at major cultural events worldwide. From the Vatican to Brazil, Karol G crisscrossed the planet, bringing her music to the global stage and reaping major success.

Karol set the bar high, becoming the first artist to headline the NFL’s inaugural halftime show in Brazil, the first Latina to perform at Crazy Horse Paris and the first Latina star to sing at the Vatican’s first public concert.

Poised for an equally packed 2026, the singer welcomes the new year, sealing a multi-year partnership with the footwear and sports clothing brand Reebok. The singer joins as a global ambassador and the face of Reebok’s latest campaign, which reintroduces the brand through the lens of nostalgia and classic staples, as worn by icons like Lady Di, Jane Fonda or Cybill Shepherd. 

“Born Classic. Worn for Life. celebrates the enduring influence of Reebok Classics, connecting the brand’s heritage in footwear excellence with icons from past and present,” said Todd Krinsky, CEO of Reebok. “With Karol at the forefront, we’re redefining how a new generation experiences the legacy of Reebok Classics through individuality, confidence, and style.” 

Meanwhile, the singer expressed her excitement for the new association, which comes ahead of major milestones in her career, including headlining the 2026 Coachella Music Festival. “I’m so excited to join the Reebok family. I’ve been wearing Reeboks for as long as I can remember, so becoming a Global Brand Ambassador feels like a full-circle moment,” said Karol G in a press statement. “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.” 

Per the same statement, in the coming seasons, Reebok and Karol G are slated to co-design an exclusive collection featuring footwear and apparel offerings. The launch will be inspired by Karol G’s “style, story, and global influence,” something she has previously done with brands like Diesel.