Reebok Relaunches Its Classics, Championing the Next Wave of Underground Music Talent

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.