USA Today reports the multiyear deal giving Jay-Z a “signature” shoe line is a first in the industry, according to Jim Andrews, editor of IEG Sponsorship Report, which tracks corporate sponsorship deals. “Rappers today add as much authenticity as the athletes do,” says Mickey Pant, chief marketing officer of Reebok, which posted 2001 sales of $3 billion. “About 80% of sneakers are bought for fashion, not athletic use. And the rappers are at the cutting edge of fashion.” Says Jay-Z in a statement: “The collection is an authentic reflection of my personal style.” Read more, including a photo of the shoe here.
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