Young Reggae sensation Koffee continues to ride the waves of success after being unveiled as the latest brand ambassador to iconic sportswear company Jordan.

Confirmed by British Vogue late Friday (November 20), the 20-year-old hitmaker was viewed as the ideal partner to help change the world—as Jordan watched the artiste blossom into an impactful humanitarian.

“It makes perfect sense, then, that the young talent has been made an ambassador for the Jordan Unite campaign. Collaborating with the brand in a mission to create positive change, Jordan will help to amplify her advocacy and continue her commitment to creating a more equal world through education,” British Vogue wrote.

When asked why she’d team up with Jordan, Koffee gushed that the brand was a favourite of hers and fits well into what she represents as a young, stereotype-breaking musician.

“It’s a brand that I wore growing up, and [now I am] in a position to inspire my friends based on knowing that they wear it too. Saying positive things, putting forward positive music, and positive messages will always inspire my peers to reach for heights but still remain grounded and not become corrupt,” Koffee explained.

“That’s a huge inspirational point, and a great opportunity for myself. And I generally wear a sports style, a lot of sports clothes like sweatpants, sweatsuits, and sneakers, so Jordan’s already within my style and what I represent,” she told British Vogue.

The Lockdown singjay also spoke candidly about her upbringing, journey in music, aspirations as well as how she perceives freedom, equality and other human rights issues including education.

In fact, education was specifically why Jordan soldered the partnership, according to British Vogue, as the company lauded the Grammy award-winning talent for her Haffi Mek It school initiative.

During much of 2019, Koffee performing in-person in schools across Jamaica during the Haffi Mek It initiative, giving students motivational talks. Despite the raging coronavirus (COVID-19) pandemic, Koffee has not stopped the programme, since transforming it into a virtual experience, with all proceeds going towards education.

Read more of Koffee heartwarming interview with British Vogue here.