Karol G’s relationship with Reebok is already proving lucrative. The Colombian musician announced her new role as an ambassador for Reebok through a TikTok post, generating $1.1 million in Media Impact Value (MIV) in 48 hours and increasing the brand’s MIV by 239 percent, per data from Launchmetrics.

As global brand ambassador, Karol G will be featured in Reebok’s storytelling, content and upcoming global activations, including the new “Born Classic. Worn for Life.” campaign.

“I’m so excited to join the Reebok family,” Karol G said in a statement. “I’ve been wearing Reeboks for as long as I can remember, so becoming a global brand ambassador feels like a full-circle moment. Reebok Classics have a rich foundation and heritage in style, which is really important to me when it comes to fashion, and I love that I’ll get to be part of the brand’s story and show the world how I take Reebok with me wherever I go.”

MIV is a proprietary metric that assigns an actual monetary value to marketing strategies across print, online and social media to calculate return on investment.

Celebrity-related marketing can create a major financial impact for brands. In another example, when Jaden Smith was named the first men’s creative director at Christian Louboutin, the Instagram post announcement generated $5.4 million in media impact value in 48 hours. During New York Fashion Week last year, K-pop star Jung Kook and “Emily in Paris” star Lily Collins generated $825,000 in media exposure and $802,000 in MIV for Calvin Klein through social media posts.

When it comes to Reebok’s celebrity connections, the athletic brand has also found a partner in Sofia Richie Grainge, who has stepped out in and promoted the Reebok Classic AZ sneaker.