Mike Skinner, who fronts UK urban music act The Streets, has won a deal to be the new face of US sportswear giant Reebok.

Skinner, the next in a line of music starts to advertise Reebok's Classic shoe, has previously mentioned the footwear line in one of his songs.

He will feature in a series of advertisements over the next year.

It was announced earlier this month that Reebok is to be bought by its bigger competitor, Germany-based adidas-Salomon, in a deal worth €3.1 billion.