Reebok Revives Itself Thanks To 50 Cent And Jay-Z

Bloomberg News cites fashion industry analysts who say Reebok’s ventures with Jay-Z and 50 Cent have helped turn around the shoe company’s brand. A company once known for its women’s aerobic workout shoe now has a line of shoes, the S. Carter venture between Reebok’s RBK line and Jay-Z, that outsells any shoes by Nike or Adidas.
“Reebok was dead for years,” said Jeremy Lutz, a 29-year-old manager at Sneaker Villa in Philadelphia, over a thumping rap track in the store. “Then they started signing these entertainers the kids are really following, and they’re back on board.”