It includes the launch of a clothing range designed by Irish R&B singer Samantha Mumba, and exclusive Reebok-branded music events.
The sportswear giant sees the launch of Sounds and Rhythms of Sport as a major part of its brand strategy, complementing activities such as its Sofa Games events.
The deal with 19-year-old Mumba reflects the brand's aim to appeal more to teenage girls.
This represents a move away from its traditional sporting heritage that targets men and boys.
Mumba will front advertising to promote her clothing range, the first examples of which go on sale exclusively in JD Sports this week. The collection, branded Quest, includes jackets, track pants and T-shirts.
The Sounds and Rhythms of Sport strategy has already launched in the US, where it is spearheaded by Missy Elliot in conjunction with sporting icons such as tennis champion Venus Williams.
"Samantha is sexy and sassy, and she brings a new edge to Reebok," said Reebok women's marketing manager Helene Petitt. "Girls today look up to celebrities; they are their style leaders."
Reebok's brand strategy has focused heavily on sport in recent years as it competes against its global rivals Nike and Adidas.
All the major sportswear brands have, however, spent time developing strategies to develop a positioning as companies with credibility among fashion-conscious youngsters.
Separately, Reebok is promoting its RBK street-inspired sports and lifestyle brand with a graffiti-led poster campaign that gives well-known graffiti artists the opportunity to depict their impressions of the Reebok brand on 96-sheet canvases.
Last month, Reebok signed a deal with MTV to promote the RBK brand by giving young rap stars the chance to become famous. The six-figure deal will involve the winners getting their track cut professionally, as well as having it played on MTV Base.
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