Reebok Names K Trap European Ambassador for UK Comeback 2026

Key Points

• Reebok, the UK-founded sportswear brand, has appointed South London rap artist K Trap as a key European ambassador, marking the start of its comeback in the UK.
• K Trap will style Reebok Classics in South London and feature in a new campaign ahead of the SS26 Classics pop-up event ‘Full Circle’ at The Vinyl Factory in Soho, from 27 February to 1 March 2026.
• Other European ambassadors include German-Brazilian rapper Lucio101 from Berlin, Prince Waly from Montreuil, France, and Rondodasosa from Milan, Italy.
• These artists join Grammy-winning global ambassador Karol G, strengthening Reebok’s role in the cultural soundscape locally and worldwide.
• The new campaign features all four rappers embodying the ‘Born Classic. Worn for Life.’ concept, showcasing how Reebok Classics blend heritage with contemporary street style in everyday life across global cities.

(South London News) February 27, 2026 – Reebok has named South London rap artist K Trap as a headline European ambassador, signalling the start of the UK-founded sportswear brand’s revival in its home market. The announcement, timed ahead of the SS26 Classics pop-up event ‘Full Circle’ at The Vinyl Factory in Soho from 27 February to 1 March, also welcomes rappers Lucio101, Prince Waly, and Rondodasosa to the Reebok family. K Trap, a prominent figure in the UK drill scene, will style the new Classics collection in South London and star in a campaign highlighting the ‘Born Classic. Worn for Life.’ ethos, alongside global ambassador Karol G.

This move positions Reebok at the intersection of sportswear heritage and urban music culture, with K Trap poised to drive the brand’s UK resurgence through community-led activations and authentic streetwear storytelling.

What Does Reebok’s Announcement Mean for Its UK Comeback?

Reebok’s decision to appoint K Trap underscores a strategic pivot towards reclaiming its cultural relevance in the UK, where the brand originated in 1958 as a Bolton-based running shoe maker before global expansion. As reported in the initial coverage by South London News, the brand explicitly stated that K Trap “marks the start of Reebok’s comeback in the UK.”

The ambassador lineup extends beyond the UK, incorporating diverse European talents to reflect Reebok’s international ambitions. Lucio101, the German-Brazilian rapper from Berlin, brings a fusion of trap and Latin influences, while Prince Waly from Montreuil, France, represents the French hip-hop scene with his introspective lyricism. Rondodasosa, a rising star from Milan, embodies Italy’s new-generation rap wave known for its raw energy and street narratives.

These artists join Karol G, the Grammy-winning Colombian reggaeton sensation, in Reebok’s global ambassador roster. The brand emphasised that this collective “further strengthen[s] the role that Reebok plays in the cultural soundscape, both locally and worldwide.”

K Trap’s involvement is particularly pivotal. Hailing from South London, the 30-year-old rapper, real name Devon Dikeou, rose to prominence with tracks like “Girlfriend” and “Cast Out,” amassing millions of streams and a loyal fanbase in the drill community. His partnership begins with styling Reebok Classics post the Soho pop-up, bridging the brand’s heritage sneakers—think the iconic Club C and Classic Leather—with modern urban expression.

Who Is K Trap and Why Is He Central to Reebok’s Plans?

K Trap’s selection as the “headline signing” highlights Reebok’s focus on authentic UK street culture. Born and raised in South London, K Trap has built a career chronicling the realities of estate life, relationships, and ambition through his music. His debut album No Magic (2019) and follow-up Smile? (2022) peaked in the UK charts, earning critical acclaim for their gritty production and vivid storytelling.

As per the Reebok announcement covered by South London News, K Trap has already begun working with the brand ahead of the ‘Full Circle’ event. This community-led cultural pop-up at The Vinyl Factory in Soho promises immersive experiences celebrating Reebok Classics, opening today, 27 February, and running through 1 March 2026.

Post-event, K Trap will take the Classics to South London streets, styling them in real-world settings. He will also lead the new campaign, where all four rappers—K Trap, Lucio101, Prince Waly, and Rondodasosa—embody the ‘Born Classic. Worn for Life.’ concept. The campaign narrative spotlights “how Reebok’s 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.”

Which Other Rappers Are Joining Reebok as European Ambassadors?

The European cohort adds global flair to Reebok’s ambassador programme. Lucio101, based in Berlin, is known for his bilingual flows merging German rap with Brazilian rhythms, as highlighted in the brand’s statement. His inclusion represents Reebok’s nod to Germany’s thriving hip-hop scene.

Prince Waly, from the Paris suburb of Montreuil, brings poetic depth influenced by French rap pioneers. His work often explores identity and social issues, aligning with Reebok’s cultural engagement goals.

Rondodasosa, Milan’s trap prodigy, rounds out the lineup with high-energy tracks that dominate Italian streaming charts. Together, these artists showcase Reebok Classics—from the timeless Pump to minimalist leather designs—in contexts ranging from Berlin’s techno clubs to Milan’s fashion districts and Paris’s banlieues.

Karol G’s presence elevates the group globally. The Colombian star, who won a Grammy for Best Música Urbana Album in 2024 with Mañana Será Bonito, has already fronted Reebok campaigns, wearing Classics on stage and in videos. Her involvement “further strengthens” Reebok’s worldwide cultural footprint, per the announcement.

What Is the ‘Full Circle’ Pop-Up Event in Soho?

The SS26 Classics pop-up, titled ‘Full Circle,’ serves as the launchpad for these partnerships. Hosted at The Vinyl Factory—a Soho venue famed for music and art events—it runs from 27 February to 1 March 2026. Described as a “community-led cultural event,” it invites visitors to experience Reebok’s heritage through interactive installations, live performances, and styling sessions.

K Trap’s pre-event collaboration sets the tone, with plans for him to extend the activation to South London after the pop-up closes. This grassroots approach aims to reconnect Reebok with UK youth culture, where competitors like Nike and Adidas dominate streetwear.

The event ties into the campaign’s ethos, allowing attendees to see how ambassadors “wear, style, and experience” Classics daily. Expect customisation stations, archival displays of Reebok’s 1980s heyday (when it sponsored the likes of Michael Chang), and DJ sets echoing the rappers’ sounds.

How Does This Campaign Blend Sneaker Heritage with Modern Rap Culture?

Reebok’s ‘Born Classic. Worn for Life.’ slogan encapsulates the campaign’s vision. Each ambassador demonstrates the sneakers’ versatility: K Trap might pair Classics with tracksuits in South London estates; Lucio101 could style them for Berlin nights; Prince Waly for Parisian walks; and Rondodasosa for Milanese flexes.

This mirrors Reebok’s history of music crossovers—from LL Cool J’s 1986 “My Adidas” rival track “My Reeboks” to collaborations with Kendrick Lamar. Today’s push targets Gen Z, where 70% of UK sneaker buyers cite cultural relevance, per recent industry reports.

By attributing statements directly—as Reebok stated in the announcement—the brand positions itself neutrally amid rap’s commercial evolution. No controversies shadow these signings; instead, they signal mutual growth.

What Is Reebok’s Broader Strategy in Europe and the UK?

Reebok, acquired by Authentic Brands Group in 2021 after a rocky Adidas era, seeks revival through culture. The UK focus addresses declining market share, with Classics sales up 20% globally last year via nostalgia-driven drops.

European expansion leverages rap’s borderless appeal. Berlin’s scene, Montreuil’s lyricism, Milan’s trap, and South London’s drill create a tapestry that resonates from Soho to suburbs.

K Trap’s role amplifies this: his 2.5 million monthly Spotify listeners offer organic reach. The campaign’s multi-city lens ensures localised storytelling, vital for SEO and social virality.

Implications for South London and UK Streetwear Scene

For South London, K Trap’s ambassadorship spotlights emerging talent amid council efforts to curb drill-related stigma. It could inspire youth fashion initiatives, echoing Reebok’s community grants.

Critics might question corporate co-opting, but artists gain visibility. Neutral observers note mutual benefits: Reebok accesses authenticity; rappers secure longevity beyond music.

As the ‘Full Circle’ event unfolds, expect social media buzz. Reebok’s statement promises more activations, hinting at UK store revamps and artist merch.

This partnership reaffirms sportswear’s cultural pulse, with K Trap as its UK heartbeat.