JAY-Z and 50 Cent’sclassic sneakers with Reebok might just be reissued, according to NBA legends Shaquille O’Neal and Allen Iverson.
In an episode of Complex ‘s “Sneaker Shopping” series that aired on Monday (March 4), Shaq and AI – who have the newly-created positions of president and vice president of basketball, respectively, at Reebok – shared that they would like to see the rappers’ early-aughts Reebok collaborations return to stores, and that they’d be reaching out to try to make it happen.
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Host Joe La Puma kicked off the conversation, describing JAY-Z’s Super Bowl outfit.
“JAY-Z pulled up to the Super Bowl in the S Dots [the rapper’s 2003 S. Carter Reebok shoe], which really went crazy online. No one expected to see S Dots, and then we had a podcast talking aobut it. You know what a lot of the comments said? JAY-Z wore them because of his connection with Shaq and AI. Are you guys taking credit for that moment?”
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Check out the full video below. The clip featuring the S. Carter shoes begins at about the seven minute mark.
Shaq responded: “We know JAY-Z. JAY-Z if you’re watching we wanna holler at you.”
Iverson added: “That’s right.”
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La Puma asked Iverson about his custom S Dots, then mentioned rumors of a revitalization of 50 Cent’s G-Unit Reebok collaboration from the same year.
Shaq responded to this in a way that had many fans convinced he was invested in their return.
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“Of course, so 50, when I call you, holla, JAY-Z, we’ll be calling ya. We definitely want to give the fans and the consumer what they want, but we’re also gonna be coming with new styles and new technologies. But, shout out to JAY-Z, shout out to 50 Cent. We definitely will be having a conversation with them very soon.”
JAY’s Gucci-inspired shoes were originally released in the spring of 2003 and, along with 50 Cent’s own collaboration with the sportswear brand, led to a substantial increase in sales and market share for Reebok.
Hov’s partnership with the company ended in 2006.
Back in 2022, it was revealed that 50’s G-Unit sneakers were, at the time, a serious challenge to Nike and the Air Jordan brand, according to comments made by Reebok CEO Todd Krinsky.
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On an episode of The Complex Sneakers Podcast, Krinsky spoke about signing 50 Cent in 2003, right after missing out on LeBron James, who joined Nike. Reebok made a huge statement with the signing, as well as with JAY’s, and sales went up afterward, especially with 50’s legendary G-Unit sneakers.
