Reebok targets women with NFL-themed range

Reebok is tapping into the urban clothing market by signing R'n'B star Jamelia to front a range of NFL-themed street apparel for women.

The range, to be sold under Reebok's Rbk brand, is part of an apparel licensing agreement with the American football league. It will include velour tracksuits, T-shirts and hotpants branded with the logos of three NFL teams.

Jamelia is the first UK celebrity to back the Rbk brand, which was launched at the start of this year with a campaign featuring US hip-hop stars Jay-Z, 50 Cent and Pharrell Williams, and basketball player Allen Iverson.

The signing of Jamelia is Reebok's first attempt to associate the Rbk brand with credible UK urban music and is the first time that Rbk has targeted the women's market

Michael Price, Reebok UK's marketing director, said it had signed Jamelia as she represented both a music and fashion icon for young women in the UK.

The range will be stocked in 700 JD Sports stores across the UK and in Lifestyle sports stores in Ireland. Rbk competes against Puma and Adidas' heritage brands.

Jamelia will appear in an in-store campaign and at a number of events over the next six months to support the introduction of the NFL line.

She will also act as a fashion consultant to Reebok as it develops further Rbk collections.

Agency Cake, which negotiated the deal, will handle public relations and develop in-store imagery for the clothing launch.

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