The deal reunites Reebok with its star endorser, former professional basketball participant Shaquille O’Neal, who has long wanted to personal the model. The sale offers ABG, which is a licensing powerhouse, a boost in the athletic class simply before its deliberate IPO this summer. The musician made history when she launched the brand in 2019, as it was the primary time LVMH had created a model from scratch since establishing Christian Lacroix in 1987. Rihanna can be the first Black girl to be on the head of a brand underneath the conglomerate.

The marketing campaign featured none apart from Kareena …