{"id":28968,"date":"2026-03-24T18:23:39","date_gmt":"2026-03-24T17:23:39","guid":{"rendered":"https:\/\/sneakerspirit.courir.com\/en\/?p=28968"},"modified":"2026-03-24T18:23:47","modified_gmt":"2026-03-24T17:23:47","slug":"reebok-campagne-underground-rap-europeen","status":"publish","type":"post","link":"https:\/\/sneakerspirit.courir.com\/en\/reebok-campagne-underground-rap-europeen\/","title":{"rendered":"Reebok brings together underground talents for its new campaign"},"content":{"rendered":"\n
\n

After making its mark on January Paris Fashion Week with a series of events celebrating underground culture, Reebok is keeping the momentum going with a new campaign. The brand is no longer just appealing to aficionados; it is highlighting talents from the European rap scene in a series of images that reinterpret the Classics. A closer look at these very well-shod talents. <\/em><\/p>\n<\/blockquote>\n\n\n\n

<\/p>\n\n\n\n

Artists from the European rap scene<\/strong><\/h2>\n\n\n\n

In his London studio, K-Trap<\/strong><\/a> creates his music drill<\/em> with almost obsessive consistency. Since 2017, he has released one album a year<\/strong>, and with more than a million monthly listeners on Spotify, he has become a key figure in UK drill<\/em>, a bass-heavy, saturated form of rap with Caribbean influences<\/strong>. For Reebok, a British brand, choosing K-Trap carries strong symbolism: he embodies, on the international stage, some of the very best the UK rap scene has to offer. The campaign is also a way for the brand to stay culturally relevant by connecting with younger audiences.<\/p>\n\n\n\n

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@ktrap et @lucio101<\/figcaption><\/figure>\n<\/div>\n\n\n\n
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@lucio101 @reebok<\/figcaption><\/figure>\n<\/div>\n\n\n\n
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Across the Channel, Germany\u2019s capital is where Lucio101<\/strong><\/a> came up. A member of the 1019 collective<\/strong>, he racks up more than a million monthly listeners, much like K-Trap. While collaborations and projects keep multiplying, he doesn\u2019t limit himself to music alone; his role in David Wnendt\u2019s<\/strong> film Berlin Boys<\/em> reflects a creativity that extends beyond music.<\/p>\n<\/blockquote>\n<\/div>\n<\/div>\n\n\n\n

From vibrant Milan, with its hard-hitting basslines, Rondodasosa<\/strong><\/a> stands out with nearly 2.5 million monthly listeners on Spotify. The artist, who has tattooed the Reebok logo on his forearm, shows a loyalty to the brand that goes beyond a simple commercial collaboration. His meeting with London artist Central Cee<\/strong> propelled his music beyond Italy\u2019s borders, and today the Reebok campaign echoes this blend of local pride carried onto the international stage.<\/p>\n\n\n\n

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@rondodasosa @reebok<\/figcaption><\/figure>\n<\/div>\n\n\n\n
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@rondodasosa <\/figcaption><\/figure>\n<\/div>\n<\/div>\n\n\n\n

In the French capital, rapper Prince Walyv<\/strong><\/a>, originally from Montreuil, is no stranger to fashion collaborations. From Walk in Paris to adidas and now Reebok<\/strong>, brands are eager to work with him.<\/p>\n\n\n\n

When his collaboration was officially announced, he hinted: \u201cAlbum 2 in the works, don\u2019t think we\u2019re sleeping, we\u2019re just processing a future Classic,\u201d<\/em> a nod to the iconic sneaker that has spanned decades, and the perfect opportunity for the rapper to tease his upcoming project.<\/p>\n\n\n\n

<\/p>\n\n\n\n

A strategic comeback for a Classics icon<\/strong><\/h2>\n\n\n\n

By bringing together artists from different European scenes, Reebok isn\u2019t just aiming to create an eclectic campaign. The brand is also putting the spotlight back on one of its commercial pillars: the Classics<\/strong> line, a model whose longevity lies precisely in its ability to stand the test of time.<\/p>\n\n\n\n

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@princewaly @reebok<\/figcaption><\/figure>\n<\/div>\n<\/div>\n\n\n\n

With its instantly recognizable silhouette, clean lines and understated branding, the pair belongs to that rare category of sneakers<\/em> that never truly disappear. It has simply moved through generations of fans, shifting from 1990s <\/strong>streetwear<\/em><\/strong> enthusiasts to artists from the new rap scene<\/strong>. The strategy is nothing new: the Classics have long been associated with music, notably when they were worn by Kendrick Lamar<\/strong>, a major figure in American rap.<\/p>\n\n\n\n

<\/p>\n\n\n\n

When brands compete for artists<\/strong><\/h2>\n\n\n\n

This kind of campaign also reflects a broader shift within the industry: brands are no longer relying solely on internationally known ambassadors such as Karol G<\/strong>, recently chosen by the brand for its women\u2019s line. They are now investing in artists deeply rooted in local scenes.<\/p>\n\n\n\n

Rap, drill and trap thus become powerful channels for Reebok as it seeks to engage with a new generation. The artists selected are not merely faces for a campaign; they represent communities, territories and aesthetics. <\/strong>By bringing together K-Trap, Lucio101, Rondodasosa and Prince Waly, Reebok is not just assembling a musical cast but mapping the contemporary European rap scene.
The sneaker, meanwhile, becomes the point of convergence between these worlds. A way for the brand to remind us that a classic never truly belongs to the past is reactivated through new scenes.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

After making its mark on January Paris Fashion Week with a series of events celebrating underground culture, Reebok is keeping the momentum going with a new campaign. The brand is no longer just appealing to aficionados; it is highlighting talents from the European rap scene in a series of images that reinterpret the Classics. A […]<\/p>\n","protected":false},"author":24,"featured_media":28984,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"off","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[452,451,122],"tags":[1135,1137,1136,1140,146],"class_list":["post-28968","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brands","category-culture","category-fashion","tag-artists","tag-k-trap","tag-new-campaign","tag-prince-waly","tag-reebok","et-has-post-format-content","et_post_format-et-post-format-standard"],"yoast_head":"\nReebok brings together underground talents for its new campaign - Sneaker Spirit<\/title>\n<meta name=\"description\" content=\"Reebok celebrates the European rap scene by bringing together K-Trap, Lucio101, Rondodasosa and Prince Waly in a campaign that revisits the Classics and draws inspiration from the underground.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sneakerspirit.courir.com\/en\/reebok-campagne-underground-rap-europeen\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Reebok brings together underground talents for its new campaign - 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