Daddy Yankee signs with Reebok

Reebok announced it has signed reggaeton artist Daddy Yankee to a multi-year partnership that includes a signature collection of athletic footwear, apparel and accessories called DY. Daddy Yankee joins Reebok's other performers like Jay-Z, 50 Cent and Nelly. DY launches in the spring of 2006 and be available at athletic specialty retailers.

I've written about the growth of reggaeton and how it has become a way for brands to reach the youth. It's just great to see how far hip-hop music and now reggaeton have come; since just 15 years ago you would have been considered a "sell out" and certainly not "keeping it real" if you signed an endorsement deal. Just ask MC Hammer. Good for you Daddy Yankee!