UK R&B star Jamelia is the new face of sports giant Reebok. The 23-year-old Birmingham-born singer signed a €357,000 ($662,000) contract to front the company’s new campaign across Europe, joining US hip-hop stars 50 Cent and Jay-Z who also starred in ads for Reebok. Her new duties will as well include fashion consulting for the firm, helping to create new designs.

“It’s great to have the chance to work with people like 50 (Cent), Jay-Z and Pharrell (Williams). “I love these new styles, I live in sportswear and I’m thrilled with the new collection,” said Jamelia, as reports online.ie.

On his part, Reebok marketing director Michael Price observed: “We’ve signed the UK’s biggest and most beautiful music and fashion icon for young women.

“Plus she has the longest legs in showbiz, helping this campaign really kick some butt.”

The singing star has already been chosen as the new face of Pretty Polly, becoming the first black woman to front its tights and lingerie campaign.