Reebok really changed the game in 2003.
In the Spring of that year, the brand made history by releasing the first signature sneaker line for a non-athlete. The rapper who broke this barrier, along with Reebok, was perhaps one of the safest bets at the time: Jay-Z. That was a significant year for Jay-Z, as 2003 was initially planned as his retirement year. That Fall, he would release one of his most acclaimed albums in “The Black Album”. The Rap titan was ready to put a bow on his career and explore other avenues, including his signature S.Carter line with Reebok.
The first sneaker from the line was an instant sellout. In fact, it was Reebok’s best-selling shoe ever up to that point. But with Jay-Z stepping away from the rap spotlight, Reebok began to look elsewhere for its next signature line. Luckily for them, they didn’t have to go far. That next star would be 50 Cent.
50 Cent was a Rap superstar before his debut album even launched. Having built his star status through his mixtapes and a literal near-death experience, the Queens-born artist was ready to take the crown. And take it he did.
His debut record “Get Rich or Die Tryin'” sold over 800,000 copies in its first week. It was the best-selling album of 2003 and went on to become a 6-time platinum album within its first year. 50 had not only arrived, he kicked the door down. Cementing himself as the hottest rapper with only one album out. All the while, positioning himself as Reebok’s next signature star.
The sneaker, the G-Unit G6, sold like, well, like a 50 Cent album. The sneaker was a hit on arrival, selling over half a million pairs in the first days of launch. The sneaker was a testament to 50’s star status, but also to Reebok’s ability to be on the pulse. They were the brand that took the risk on S.Carter. They were also the brand that gave another rapper who didn’t even have a debut album yet a signature line.
Those risks paid off for the brand. Reebok saw an 11% sales jump in 2003 thanks to both groundbreaking partnerships. They changed the game by redefining what a “signature” star was. These risks from Reebok paved the way for other artists to get their own signature deals with other brands. Doing so completely changed the sneaker landscape forever.
Now, Reebok is bringing back this monumental sneaker. Confirmed earlier this year by G-Unit alumni Tony Yayo, the G-Unit G6 is making its triumphant return. The retro is a celebration of one of the most significant moments in sneakers and in Rap music. They are a testament to the impact rap music had on pop culture in the 2000s. An impact it continues to have today.
The Reebok G-Unit G6 returns tomorrow, August 20th, via JD Sports and participating Reebok retailers.
