Shaq and Allen Iverson, new executives at Reebok, want to bring back 50 Cent’s G-Unit sneakers and Jay-Z‘s S. Carter. G-Unit/S. Carter’s 2003 collaboration was Reebok’s fastest-selling shoe at the time, with 50 Cent claiming 80 million dollars from the sale.
In a new episode of Complex’s Sneaker Shopping, Shaq and A.I. revealed their desired plans while revisiting their Reebok classic shoes.
“We know Jay-Z, Jay-Z if you watching this we want to holla at you,” Shaq said.
He continued: “50, when I call you, holla. Jay-Z, we’ll be calling. We definitely want to give the fans and the consumers what they want.”
In an effort to re-enter the Basketball market, Shaq and Allen Iverson were announced as the new president and vice president of Reebok’s Basketball division last October. They have a long-standing partnership with Reebok, including Shaq’s biggest endorsement deal and Iverson’s signature shoe collection.
In 2003, Jay-Z and 50 Cent were the only non-athletes with signature footwear collections. The deals that they struck would eventually lead to future collaborations between Nike and rap stars like Drake, Travis Scott, and DJ Khaled. The G-Unit and S. Carter shoe deals led to a famous commercial and tour.
50 Cent and Jay-Z have grown into the most powerful executives in hip-hop since 2003. While the two have collaborated since the shoe deal, their business interactions have been minimal. 50 Cent performed “In Da Club” with Dr. Dre, Snoop Dogg, Mary J. Blige, and Eminem at the 2022 Super Bowl Halftime show arranged by Jay-Z.
In 2014, 50 Cent shared he outsold Jay-Z’s S. Carter collection.