"The Reebok S. Carter"

In 2003, After failing to sign Lebron James reebok had to pivot and come up with a new strategy to connect with young urban consumers.

Shawn Corey Carter, known professionally as Jay-Z was one of the best rappers heading into 2003. He recently dropped "The Blueprint 2: The Gift & The Curse" moving 545,000 copies in its first week.

Reebok signed Jay-Z to a multi-year endorsement deal, and on April 18th, 2003, they released his own signature shoe, the S.Carter, nationwide. The shoe was modeled after the Gucci Tennis '84, a status symbol shoe for hustlers. “It’s a casual shoe,” Jay-Z said. “It’s for a guy on the sidelines that can't jump, but still wants to look cool.” Each customer that purchased the shoe received a free CD with unreleased Jay-Z music. Within an hour of hitting the stores, the company sold approximately 10,000 pairs, making it the fastest-selling shoe in Reebok's history at that time.

HELLA INSPIRED.