Sneaker deals with musicians are pretty regular these days, but Jay-Z’s deal with Reebok in 2002 was one of the first of its kind. The rapper famously paired up with the company to make a line of unique shoes and clothes, including the S. Carter boots.
The Jay Z x S. Carter ‘White Green Red’ shoe pair, costing $700, was influenced by the famous former NBA players Shaquille O’Neal and Allen Iverson. In the original shading, there was a clear line of red and green. At the time, this choice in style was bold and unique. Recently, on the YouTube channel Complex, Shaq and Allen Iverson were buying new pairs of sneakers.
Complex interviewed Shaq and Iverson to find out what they thought of Jay Z’s S Dot shoe sighting during the Super Bowl. They were so impressed and expressed interest in potentially collaborating with the musician in the future. “We know Jay-Z, Jay-Z if you watching this we want to holla at you,” Shaq said.
Throwback to when Reebok had a short “boom” period after adding Jay-Z and 50 Cent. Throughout that time, sales of shoes went up 11% and shares went up 20%. There was a four-year relationship between Jay and Reebok before the two split up.
Since the connection ended quickly, S. Carter’s products are hard to find, and Jay rarely wears them. His position with Puma has been stable since 2018, so it’s not a surprise to see him in Nikes or Air Jordans. But until Super Bowl LVIII, he never wore his famous Reeboks.
Nevertheless, last year, Shaquille O’Neal and Allen Iverson were selected to lead Reebok Basketball into the future as president and vice president, respectively.
Where is Jay-Z now?
Jay-Z is one of the wealthiest and biggest rappers in the world. Shawn Corey Carter started poorly in Brooklyn’s Marcy Houses affordable housing developments.
He went from selling illicit substances to selling out stadiums with his wife, Beyonce, but his business acumen doesn’t stop at the mic. His generally smart business deals and investments have generated a lot of money. Jay-Z is now worth more than $2 billion, according to estimates.
