Reebok announces K Trap among four new brand protagonists as it brings the Classics into a new era with its campaign: ‘Born Classic. Worn For Life.’London, Feb. 26, 2026 – Today, Reebok officially announces London rap artist, K Trap, and three other new brand ambassadors from local underground rap scenes in Germany, Italy and France. Following Reebok signing GRAMMY-winning recording artist, KAROL G, as its new global ambassador, this announcement marks the start of Reebok’s come back in the UK and further strengthens the role that Reebok plays in the cultural soundscape, both locally and worldwide.
South London’s own K Trap is Reebok’s new London-centric protagonist, whose dark, uncompromised sound has helped shape the evolution of UK drill into a more refined, introspective art form. After unmasking in 2019, K Trap has since collaborated with artists like Headie One, M Huncho and Fredo, and continues to elevate the sounds of South London.
K Trap has begun working together with Reebok ahead of the brand’s SS26 Classics pop-up, Full Circle, at The Vinyl Factory in Soho, which opens its doors from Friday 27th Feb to Sunday 1st March. Full Circle is a new community-led cultural hub that brings the nostalgic Classics, with a fanbase that has stayed loyal for over four decades into a new era and to the culture-forward movers of today. Full Circle includes a three-day programme that brings together established voices and talent across music, style and visual culture.
On Saturday 28th Feb, following a call out to rap and drill artists on his social, K Trap will host a series of REEMIX sessions with selected young artists who submitted their freestyles from the call out. The chosen artists will be given studio access, collaboration time and direct mentorship by K Trap and established studio experts, highlighting both Reebok & K Trap’s priority to reinvest in grassroots creativity via Full Circle.
K Trap, who will be styling the new Classics across South London following the pop-up, and whose partnership announcement with Reebok will later come to life through a new campaign, joins the Reebok family among three other new European protagonists, including German-Brazilian rapper, Lucio101 from Berlin, who has previously collaborated with K Trap on track Glock; Prince Waly from Montreuil in France, and one of Italy’s most influential and explosive new-generation rap artists, Rondodasosa from Milan. All four protagonists will embody ‘Born Classic. Worn for Life.’ as each artist demonstrates how Reebok’s iconic Classics are worn, styled, and experienced in their everyday life, blending the heritage of an iconic sneaker with contemporary expression from the new generation of music talent across different global cities.
The local ambassador announcement and London pop-up marks the continued rollout of Reebok Classics crafted in 100 percent full-grain premium Garment Leather, central to the ‘Born Classic. Worn For Life.’ campaign. First introduced in 1983, Garment Leather defined Reebok’s authority in comfort and durability. Its return across core silhouettes signals a new era of elevated craftsmanship while staying true to the original design DNA.
Rooted in heritage but refined for modern wear and elevated by Reebok’s new ambassadors, the SS26 Classics range enter a new era with elevated material execution across Reebok silhouettes including Workout Plus, Club C 85, Freestyle Hi, Freestyle Lo and Classic Leather. Each is refined with supple, high-quality leather designed to move with the wearer and stand the test of time. A limited number of pairs will also be available during the pop-up weekend at their original 90s recommended retail prices, connecting past and present.
The full range of real Garment Leather Classics is available from £80-£100 (€90-€120) on Reebok.eu.
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