Boom Energy Drink has announced Rebel, the renowned dancer and social media personality, as its newest brand ambassador.

The official signing, held at Romeich Entertainment Headquarters in Kingston on June 11, marked the commencement of a one-year partnership with the performer.

The announcement comes ahead of the highly anticipated Reggae Sumfest scheduled for July 14-20 of which Boom Energy Drink is a sponsor.

Reggae Sumfest, a celebration of Jamaica’s music and culture, has been a platform for talented Jamaican entertainers over the years.

Rebel, whose given name is Christina Nelson, hails from Spanish Town, St Catherine, and has been dancing since childhood.

She expressed excitement during the signing.

“It’s an overwhelming feeling to be a Boom ambassador. A couple of years ago I would never have imagined this happening. Going from street promo for Boom to representing the brand speaks volumes and shows that anything is possible.”

Rebel’s dancing journey began in her community and continued through high school. She worked with various promotional companies before becoming a part of the Romeich Entertainment company.

Reflecting on her journey, Rebel said: “I started gaining recognition when my team, Outshine Girls, entered Boom’s ‘Boom Badda Dan’ dance competition. We made it to the finals and secured second place, leading to us working with the company as Boom Divas. That’s where my journey with Boom began.”

“Rebel is known for creating some of our favourite dance routines in the dancehall space, captivating audiences with her performances and infectious energy. With her unique style and dynamic moves, Rebel has become a household name in the entertainment scene, and we can’t wait to see her bring that same energy to representing Boom Energy Drink,” said Brit’ni Riley, consumer marketing manager – Boom Energy Drink,Wisynco Group.

Riley added that Rebel’s personality and dedication to her craft make her a natural fit for Boom Energy Drink. “Her ability to connect with audiences and embody the essence of Jamaican culture align perfectly with the brand” she said.

Erin Mitchell, head of consumer marketing, Wisynco Group, for her part, said: “Our collaboration with Rebel exemplifies our commitment to embracing Jamaica’s vibrant culture and nurturing home-grown talent. Rebel’s energy and passion perfectly embody the spirit of Boom, and we are thrilled to have her represent the brand at Reggae Sumfest and beyond.”