He is the The Streets. Now Birmingham rapper star Mike Skinner has been signed up as the new face of Reebok.
And he is set to advertise that chav favourite - the Reebok Classic.
Skinner, aged 26 and from West Heath, follows in the footsteps of superstars 50 Cent, Jay-Z and Lucy Liu in the I Am What I Am campaign.
A Reebok spokesman said: "The campaign is intended to inspire young people to find their own voice by celebrating contemporary icons.
"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."
Skinner has even celebrated the trainers in one of his songs. On the track Let's Push Things Forward he raps: "Let's put on our Classics and have a little dance, shall we?"
He will appear in a series of ads over the next 12 months.
Skinner shot to fame in 2002 with his award-winning debut album Original Pirate Material. He followed it up with A Grand Don't Come For Free and its first single Dry Your Eyes went straight to number one.