{"id":34384,"date":"2026-03-06T15:42:27","date_gmt":"2026-03-06T15:42:27","guid":{"rendered":"https:\/\/sneakerspirit.courir.com\/fr\/?p=34384"},"modified":"2026-03-06T15:42:30","modified_gmt":"2026-03-06T15:42:30","slug":"reebok-campagne-underground-rap-europeen","status":"publish","type":"post","link":"https:\/\/sneakerspirit.courir.com\/fr\/reebok-campagne-underground-rap-europeen\/","title":{"rendered":"Reebok s\u2019entoure de talents underground pour sa nouvelle campagne\u00a0"},"content":{"rendered":"\n
\n

Apr\u00e8s avoir investi la Paris Fashion Week de janvier avec une s\u00e9rie d\u2019\u00e9v\u00e9nements c\u00e9l\u00e9brant la culture underground, Reebok poursuit son \u00e9lan avec une nouvelle campagne. La marque ne se contente plus de s\u00e9duire les aficionados : elle immortalise des talents issus de la sc\u00e8ne rap europ\u00e9enne dans une s\u00e9rie d\u2019images qui revisite les Classics. Zoom sur ces profils de talents tr\u00e8s bien chauss\u00e9s.<\/em><\/p>\n<\/blockquote>\n\n\n\n

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

Des talents issus de la sc\u00e8ne rap europ\u00e9enne <\/strong><\/h2>\n\n\n\n

Dans son studio londonien, K-Trap<\/strong><\/a> fa\u00e7onne sa musique, la drill<\/em>, avec une constance presque obsessionnelle. Depuis 2017, il publie un album par an<\/strong>, et avec plus d\u2019un million d\u2019auditeurs mensuels sur Spotify<\/strong>, il est devenu une figure incontournable de la UK Drill<\/em>, ce rap satur\u00e9 aux basses lourdes et aux accents carib\u00e9ens<\/strong>. Pour Reebok, marque britannique, le choix de K-Trap est lourd de sens car il incarne \u00e0 l\u2019international, ce que le Royaume-Uni fait de mieux en termes de rap. Cette campagne est aussi une fa\u00e7on pour la marque de rester dans le vent en allant toucher des publics plus jeunes.<\/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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De l\u2019autre c\u00f4t\u00e9 de la Manche, la capitale allemande a vu grandir Lucio101<\/strong><\/a>. Membre du collectif 1019<\/strong>, il cumule comme K-Trap, plus d\u2019un million d\u2019\u00e9coutes par mois. Si les featurings et les projets pullulent, il ne se limite pas seulement \u00e0 la musique ; son r\u00f4le dans le film Berlin Boys<\/em> de David Wnendt<\/strong> t\u00e9moigne d\u2019une cr\u00e9ativit\u00e9 qui d\u00e9passe les fronti\u00e8res.<\/p>\n<\/blockquote>\n<\/div>\n<\/div>\n\n\n\n

Milano vibrante, basses qui claquent, Rondodasosa<\/strong><\/a> s\u2019impose avec pr\u00e8s de 2,5 millions d\u2019auditeurs mensuels sur Spotify. L\u2019artiste qui s\u2019est tatou\u00e9 le logo Reebok sur l\u2019avant-bras, d\u00e9montre un fid\u00e9lit\u00e9 pour la marque qui d\u00e9passe la simple collaboration commerciale. Sa rencontre avec le Londonien Central Cee<\/strong> a propuls\u00e9 sa musique hors des fronti\u00e8res italiennes, et aujourd\u2019hui, la campagne Reebok fait \u00e9cho \u00e0 ce m\u00e9lange de fiert\u00e9 locale port\u00e9e \u00e0 l\u2019internationale. <\/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

Dans la capitale fran\u00e7aise, le rappeur Prince Waly<\/strong><\/a>, <\/strong>originaire de Montreuil est un habitu\u00e9 des collaborations mode. Tour \u00e0 tour, Walk in Paris<\/strong>, adidas<\/strong>, Reebok<\/strong> : les marques se l\u2019arrachent. Lors de l\u2019annonce officielle de sa collaboration, il a gliss\u00e9 : \u00ab Album 2 en pr\u00e9paration, crois pas qu\u2019on dort, on process juste un futur Classic \u00bb<\/em>, clin d\u2019\u0153il \u00e0 la paire iconique qui traverse les d\u00e9cennies et occasion r\u00eav\u00e9e pour le rappeur de parler de son futur projet. <\/p>\n\n\n\n

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

Le retour strat\u00e9gique d\u2019un mod\u00e8le Classics<\/em><\/strong><\/h2>\n\n\n\n

Si Reebok s\u2019entoure d\u2019artistes issus de diff\u00e9rentes sc\u00e8nes europ\u00e9ennes, ce n\u2019est pas uniquement pour composer une campagne \u00e9clectique. La marque remet aussi en lumi\u00e8re l\u2019un de ses piliers commercial : la ligne Classics<\/strong>, un mod\u00e8le dont la long\u00e9vit\u00e9 repose justement sur sa capacit\u00e9 \u00e0 traverser les \u00e9poques.<\/p>\n\n\n\n

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

Avec sa silhouette imm\u00e9diatement reconnaissable \u2014 ligne \u00e9pur\u00e9e et branding discret \u2014 la paire appartient \u00e0 cette cat\u00e9gorie rare de sneakers<\/em> qui n\u2019ont jamais totalement disparu. Elle a simplement chang\u00e9 de g\u00e9n\u00e9ration d\u2019adeptes, passant des amateurs de streetwear<\/em> des ann\u00e9es 90 aux artistes de la nouvelle sc\u00e8ne rap. <\/strong>La strat\u00e9gie n\u2019est pas nouvelle : les Classics ont longtemps \u00e9t\u00e9 associ\u00e9es \u00e0 la musique, notamment lorsqu\u2019elles \u00e9taient port\u00e9es par Kendrick Lamar<\/strong>, figure majeure du rap am\u00e9ricain.<\/p>\n\n\n\n

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

Quand les marques s\u2019arrachent les artistes <\/strong><\/h2>\n\n\n\n

Ce genre de campagne refl\u00e8te aussi une \u00e9volution plus large dans l\u2019industrie : les marques ne se contentent plus d\u2019ambassadeurs connus internationalement \u2014 comme Karol G<\/strong> r\u00e9cemment choisie par la marque pour sa ligne femme. Elles investissent d\u00e9sormais dans des artistes ancr\u00e9s dans des sc\u00e8nes locales. Rap, drill ou trap deviennent ainsi des relais pour Reebok qui cherche \u00e0 cr\u00e9er du dialogue avec la  nouvelle g\u00e9n\u00e9ration. Les artistes choisis ne sont pas seulement des visages : ils incarnent des communaut\u00e9s, des territoires et des esth\u00e9tiques.<\/strong> En r\u00e9unissant K-Trap, Lucio101, Rondodasosa et Prince Waly, Reebok ne compose donc pas seulement un casting musical, mais une cartographie du rap europ\u00e9en contemporain. <\/p>\n\n\n\n

La sneaker, elle, devient le point de convergence entre ces univers. Une mani\u00e8re pour la marque de rappeler qu\u2019un classique ne vit jamais vraiment dans le pass\u00e9 : il se r\u00e9active au contact de nouvelles sc\u00e8nes.<\/strong><\/p>\n\n\n\n

Article de Julie Boone<\/strong>. <\/p>\n","protected":false},"excerpt":{"rendered":"

Apr\u00e8s avoir investi la Paris Fashion Week de janvier avec une s\u00e9rie d\u2019\u00e9v\u00e9nements c\u00e9l\u00e9brant la culture underground, Reebok poursuit son \u00e9lan avec une nouvelle campagne. La marque ne se contente plus de s\u00e9duire les aficionados : elle immortalise des talents issus de la sc\u00e8ne rap europ\u00e9enne dans une s\u00e9rie d\u2019images qui revisite les Classics. Zoom […]<\/p>\n","protected":false},"author":24,"featured_media":34398,"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":[4060,4059,122,670],"tags":[4859,4861,4863,4867,1657,4860,4855,146,4866,4857,4865],"class_list":["post-34384","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brands","category-culture","category-fashion","category-footwear","tag-crew-artiste","tag-culture-underground","tag-k-trap","tag-karol-g","tag-milan","tag-prince-waly","tag-rappeurs","tag-reebok","tag-rondodasosa","tag-trap","tag-uk-drill","et-has-post-format-content","et_post_format-et-post-format-standard"],"yoast_head":"\nReebok s\u2019entoure de talents underground pour sa nouvelle campagne\u00a0 - Sneaker Spirit<\/title>\n<meta name=\"description\" content=\"Reebok c\u00e9l\u00e8bre la sc\u00e8ne rap europ\u00e9enne en r\u00e9unissant K-Trap, Lucio101, Rondodasosa et Prince Waly dans une campagne qui revisite les Classics et puise dans l\u2019underground.\" \/>\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\/fr\/reebok-campagne-underground-rap-europeen\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Reebok s\u2019entoure de talents underground pour sa nouvelle campagne\u00a0 - 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