Reebok And Rapper Partner On New Shoe Collection

Music mogul Jay-Z and Reebok have formed an exclusive partnership that entails athletic footwear design and marketing. The cornerstone of this partnership is a new Jay-Z signature shoe line called the "S. Carter Collection by Rbk." Jay-Z is formally known as Shawn Carter, and Rbk is Reebok,s collection of street-inspired gear.

The collection will begin its retail run in June 2003 in limited and exclusive stores. Consumers who check out Jay-Z's signature kicks will also experience an exclusive hip-hop vibe. A special edition CD single from Jay-Z, written specifically for his Reebok shoe line, will be included in every "S. Carter" shoe box for a limited time.

Also, under the partnership agreement is the opportunity to design and market Reebok shoes that hook up with Jay-Z's red-hot apparel, Rocawear, creating a stylish, color and design-coordinated head-to-toe ensemble.

The Jay-Z signature collection is a collaboration between the rap star and Reebok's team of Rbk designers. "The collection is an authentic reflection of my personal style," said Jay-Z. "People who check out the 'S. Carter Collection' should know that this collection definitely meets my high standards and expectations."

In another collaboration under the partnership agreement, Jay-Z, Reebok and Arnell Group, Reebok's brand marketing agency, are currently developing a marketing and advertising campaign to promote Reebok's basketball line.

The first TV spot, being co-created by music executive and Arnell Group partner Steve Stoute, begins hitting airwaves during the weekend of NBA All-Star 2003, February 7-9. A print and TV ad campaign to promote the "S. Carter Collection" is also under development.

"Jay-Z is one of the greatest successes of our time in both the entertainment and apparel industries and working with him is an honor for Reebok and for me," said Paul Fireman, Reebok CEO. "Reebok is committed to matching Jay-Z's high standards in everything we do under this incredible and historic partnership and it is clear by his exclusive commitment to us that he has confidence in our abilities to do so."

Jay-Z was born Shawn Corey Carter on December 4, 1969 in Brooklyn, New York. He was one of the first musicians to start his own record label, Roc-A-Fella Records, and is widely recognized as one of the world's most successful rappers. Jay-Z's latest CD, "The Blueprint 2: The Gift & the Curse," debuted at number one on the Billboard charts.