Reebok – S. Carter Sneaker Collection
In the first in a series of innovative corporate moves, in 2003 Jay became the first non-athlete to release an exclusive shoe via an endorsement deal with athletics brand Reebok. The line, dubbed the S. Carter Collection, hit shelves in late 2003, and was reportedly the fastest-selling shoe in Reebok’s history, in no small part because of Jay’s vocal promotion of the shoe via his songs and videos. Despite initially being marketed as a basketball sneaker, the casual shoe—which imitated Gucci sneakers from a prior era—went on to be adored by sneakerheads, hypebeasts and lifestyle enthusiasts. After releasing only two shoes (and many color-ways), Hov and Reebok amicably ended their exclusive partnership.