The Weekly Closeout: Reebok teams with Karol G and will January storms ice out retail sales?

The activewear brand signed a multiyear deal with the Colombian artist, while analysts speculate upcoming weather could slow spending.

What you may have missedReebok teams with Karol G

Reebok on Wednesday announced a multiyear partnership with Grammy-winning singer-songwriter Karol G, who is now a global brand ambassador for the company. The move comes as Reebok plans to reintroduce its line of Classics footwear through a garment leather collection launching next month.

The Colombian artist will star in Reebok’s new campaign, “Born Classic. Worn for Life.” and will be central to brand storytelling, content and global activations. The two will co-design a collection of apparel and footwear offerings in the seasons ahead, “inspired by her style, story, and global influence,” per the press release.

“I’ve been wearing Reeboks for as long as I can remember, so becoming a Global Brand Ambassador feels like a full-circle moment,” Karol G said in a 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.”

Industry analysts see the partnership as part of Reebok’s broader effort to strengthen its cultural relevance and reconnect with younger consumers through music, lifestyle, and global pop influence. Karol G’s reach spans multiple markets, including Latin America, North America, and Europe, making her a strategic choice for a brand seeking renewed global momentum. Her presence is expected to help Reebok bridge the gap between performance wear and street style.

The announcement also comes at a time when retail experts are watching consumer behavior closely. Weather forecasts pointing to unseasonably warm conditions in key regions have raised concerns about slower spending on apparel and footwear. Brands across the industry are preparing for potential shifts in demand, especially for seasonal collections that rely heavily on climate driven purchasing habits.

Despite these concerns, collaborations with high profile artists continue to be viewed as a strong driver of engagement. Limited edition releases and artist led collections often generate buzz beyond traditional retail cycles, helping brands maintain visibility even during softer spending periods. Reebok’s timing suggests confidence that storytelling and cultural connection can offset short term market uncertainty.

Nintendo vet joins Hasbro’s board

Toy company Hasbro announced that retired president and COO of Nintendo of America, Doug Bowser, has joined the company’s board of directors. Bowser oversaw the launch of the Nintendo Switch 2 in the Americas, expanded the company’s licensed merchandise business and accelerated the company’s video game footprint in Latin America, according to a Hasbro press release.

Hasbro also appointed Carla Vernón, CEO of The Honest Company, to its board. Before joining the DTC company, Vernón was vice president of consumables categories at Amazon.

“Doug and Carla bring deep expertise in building iconic brands, creating meaningful consumer experiences, and driving innovation and transformation across their respective industries,” Hasbro CEO Chris Cocks said in a statement.

The board appointments signal Hasbro’s continued focus on long term growth through digital expansion, licensing, and consumer centered strategy. Bowser’s experience in gaming and interactive entertainment aligns with Hasbro’s push to extend its intellectual property beyond traditional toys and into digital platforms, film, and gaming ecosystems.

Vernón’s background in consumer goods and ecommerce adds another layer of strategic insight, particularly as Hasbro navigates shifting retail patterns and direct to consumer opportunities. Her experience at Amazon and The Honest Company is expected to support data driven decision making and brand trust building initiatives.

Together, these leadership additions come as the company adapts to changing play habits, evolving family dynamics, and increased competition from digital entertainment. Hasbro has emphasized the importance of innovation while maintaining the legacy appeal of its flagship brands, a balance that industry watchers say will define the company’s next phase.

Tags:

Reebok

Karol G

Brand Partnerships

Activewear Industry

Retail News

Hasbro

Nintendo

Board Appointments

Consumer Trends

Global Marketing