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Monday, 29 August 2005 |
 Mike Skinner has been signed by sports label Reebok, joining US music stars such as Nelly, Jay-Z and 50 Cent.
Reebok's 'I Am What I Am' brand campaign will feature a picture of Skinner and the text "I never quite fitted into any scene. So I made my own. It's better to be yourself than a poor version of someone else".
Andy Towne, European marketing vice-president at Reebok, said: "Mike is a perfect fit for the brand because he has been a long time wearer of the Classics range and a fan of the Reebok brand. This passion along with his unique musical style makes him an ideal ambassador for us."
The deal will see The Streets star promote both the Reebok brand and the Classic range for the next 12 months.
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