Singer and actress Jennifer Lopez is going in a whole new direction. She's partnering with Verizon Wireless to launch a new wireless retail company targeting the Latino market.
Called Viva Movil by Jennifer Lopez, the firm will sell a range of wireless products: Apple, Android and Blackberry smart phones, tablets, and accessories.
Viva Movil is working in collaboration with Brightstar, and Moorehead Communications, Verizon's largest premium retailer. The company is planning to open retail stores in major cities, starting with New York, Los Angeles and Miami, and its bilingual website, getviva.com, today (Wednesday).
Lopez says as the company's chief creative officer, she'll direct its vision and will oversee all creative and marketing efforts. She says she wanted to target a growing and often overlooked market. And as companies realize that they need to cater to Latino audiences, Lopez says she wanted to help craft the conversation.
Verizon Wireless's chief operating officer Marni Walden says there's a valuable opportunity in the 52 million Latinos in America, 75 percent of whom own smart phones.
And Viva Movil is launching a new first-of-its kind retail experience on Facebook, which aims to drive a new kind of social shopping.
"This is the first time you can go into Facebook and not have to leave to be able to buy a device," Lopez said. "So this is groundbreaking and again because Latinos are online and love social media and are very involved online more than other communities it's a huge deal as well."
—By CNBC's Julia Boorstin. Follow her on Twitter: