Jay-Z launched Reebok’s “S. Carter” shoe. The name refers to his birth name, Shawn Carter, and the sneaker was part of a major partnership between the rapper and Reebok.
The S. Carter Collection by Rbk debuted on November 21, 2002. Jay-Z became Reebok’s first non-athlete to receive a signature shoe, helping the company connect its sportswear business with hip-hop and street fashion.
The collaboration was not Reebok’s only rapper-focused project. The company later worked with 50 Cent on G-Unit footwear, which is a common source of mix-ups in trivia questions. However, 50 Cent’s G-Unit line was separate from Jay-Z’s S. Carter collection.
The partnership also reflected Jay-Z’s broader business profile at the time. Alongside music, he was associated with Rocawear and other lifestyle ventures, making the shoe feel like part of a larger cultural brand rather than a conventional athlete endorsement.