You may be wondering why a brand like Reebok hired a music producer like Swizz Beats to take over as creative director. Here's an example of why the move is paying off, helping Reebok build much-needed street cred at the grassroots level.
Reebok and Swizz Beats teamed up with one of the hottest rappers in the game, Rick Ross (a.k.a. Ricky Rozay) to make a surprise visit to Ross's alma mater, Miami Carol City Senior High School (Miami Gardens, Fla.). Ross got on the mic—not to perform but to encourage students to live in the right way. He also came equipped with a generous donation of iPads and Reebok sneakers for the students.
Big ups to Reebok, Swizz Beats and Ross for putting on such an inspiring event and helping elevate the brand to the next level.
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