Reebok has paftnered with Sony Connect (a free internet radio station focused on the Sony music library) to present BarrioRBK.  Targeted at young Hispanics, the site offers a niche radio station as well as games, products to buy, and a contest to win shoes by submitting a new music mix composition.

InternetRetailer.com – Barrio style on the web (via http://www.ExtraTexure.com)

BarrioRBK.com highlights the latest Reebok products such as the Pump Wrapshear running shoe and links visitors directly to Reebok’s web store. The site is designed to appeal to young Hispanic males who purchase licensed clothing from sports teams such as Chivas, a Mexican soccer team. “Barrio RBK allows Reebok to connect with the ever-expanding Latino youth audience,” says Marc Fireman, Reebok’s global director of advertising and integrated marketing. “We’re offering a new, culturally connected destination for consumers.”
To make the site more interactive, Reebok has partnered with Sony Corp. to launch RBK Radio, a digital media program where users can listen to 200 free Latin and other music tracks.