Reebok has officially announced South London rap artist K-Trap as its new London ambassador, alongside three protagonists grom underground rap scenes in Germany, France and Italy. The move comes after the brand’s recent signing of Karol G as their global ambassador.
The announcement forms part of Reebok’s broader Born Classic. Worn For Life. campaign, repositioning its heritage Classics within today’s cultural soundscape while remaining grounded in the silhouettes that have defined the brand for over four decades.
K Trap: A South London Voice at the Centre
South London’s own K Trap steps in as Reebok’s London-centric protagonist, which feels like a natural fit given his influence on the evolution of UK drill.
Since unmasking in 2019, he has collaborated with figures including Headie One, M Huncho and Fredo, steadily building a reputation for consistency and credibility within the scene. His partnership with Reebok extends beyond campaign imagery; it places him at the heart of community-facing initiatives tied to the brand’s SS26 Classics push.
Ahead of the SS26 Full Circle pop-up, K Trap will host a series of REEMIX sessions, inviting emerging rap and drill artists to submit freestyles via social media. Selected artists will receive studio access, collaboration time and direct mentorship from K Trap and established studio professionals.
Lucio101, Prince Waly, and Rondodasosa
K Trap is accompanied by three new ambassadors representing key underground rap communities across Europe.
From Berlin, the German-Brazilian rapper Lucio101 brings a cross-cultural perspective in. In France, Prince Waly represents Montreuil’s scene, while in Milan Rondodasosa joins in. Rondodasosa is widely regarded as one of Italy’s most influential new-generation rap voices.
Garment Leather Returns
Central to the SS26 rollout is the return of Reebok’s 100 per cent full-grain premium Garment Leather, a material first introduced in 1983 that helped establish the brand’s reputation for comfort and durability.
For SS26, the leather reappears across core silhouettes including the Workout Plus, Club C 85, Freestyle Hi, Freestyle Lo and Classic Leather. Each model is refined with supple, high-quality leather designed to soften with wear while maintaining structural integrity. The approach balances elevated craftsmanship with the original design DNA that made these trainers staples in the first place. A limited number of pairs will also be made available at their original 1990s recommended retail prices during the pop-up weekend.
