Reebok inked a licensing deal with Curtis “50 Cent” Jackson’s audio company, SMS Audio, to create a line of co-branded headphones set to hit the market in August, further sealing the athletic brand’s ties to music.
The headphones will be built to stand up to the broad and rigorous performance demands fitness activities require, and will be promoted through a tailored marketing plan designed to target both fitness enthusiasts and avid athletes.
“Music adds an important dimension to fitness. Whether it is part of mental preparation pre-workout, or whether it adds personal motivation during a long run,” said Reebok head of licensing Linne Kimball. “In SMS Audio, Reebok has found a partner who understands the unique demands that fitness places on the category, and will work closely with us to create Reebok audio solutions for our fit generation consumer.”
The Reebok-licensed headphone collection from SMS Audio will be available at select retail stores, Reebok stores and on Reebok.com.