While Hip Hop has unfortunately succumbed to whoring itself out to the highest bidder more often than any other music genre, its willingness to flirt with corporate sponsorship has infused an air of creativity into Madison Avenue (aka the ad industry) by providing a vehicle in which to target and influence the highly elusive young consumer.  Using music, spearheaded by hip hop, marketers have been able to use creative partnerships to reach these consumers in a way that’s creative, intimate and somewhat coincidental.  Such initiatives could spell the demise of more traditional and characteristicly annoying and intrusive ads.Leading the charge for such collabos has been the apparel industry specifically Reebok.  In March 2009, Reebok plugged into the hip hop audience when it launched its Classic Remix Collection with the up-and-coming Kidz In The Hall re-interpreting “I Got It Made” by Special Ed. Reebok supported the song with a music video and launch event at Foot Locker Times Square in New York City.

The buzz behind the collabo and feedback from the hip hop community has lead them to once again dip in the pot this time teaming up with Kid Sister who is remixing the song “I’ll House You” by the Jungle Brother.  The re-interpreted song will be available exclusively at Foot Locker stores with the purchase of footwear from the Reebok Classic Remix collection starting today.

Reebok will offer new styles and color ways from the Collection throughout the year, each featuring a new artist and re-interpreted track. Next in the series will be B.o.B.

Via: HipHopPress