Jay-Z Sports Reebok S. Carters At Super Bowl

The billionaire rapper was seen on the football field wearing a throwback pair of the 2003 S. Carter Collection Reeboks

Over 20 years ago, in 2003, a young rapper named Shawn Corey Carter, also known as Jay-Z, in collaboration with Reebok, released a pair of sneakers, the “S. Carter Collection.” Now, in 2024, those same sneakers were donned by Jay-Z at this year’s Super Bowl game that pitted the Kansas City Chiefs against the San Francisco 49ers.

According to Footwear News, while the billionaire rapper was on the football field at Sunday’s event, he was wearing a pair of the Reebok sneakers that Foot Locker sold exclusively in its stores when they debuted. The footwear, which resembled white Gucci sneakers from 1984, sold 10,000 pairs mere hours after they went on sale.

Complex reported that Jay-Z signed the deal with the sneaker brand in 2002. Along with his rival 50 Cent securing an agreement with the sneaker brand, the partnership with both rappers was responsible for a rise in sales for Reebok: The company saw an 11% jump in footwear sales and a 20% gain in shares. The deal lasted four more years before the “Hard Knock Life” rapper walked away from the partnership. Is there a resurgence of the sneaker on tap? With Jay-Z you never know, but so far there has been no announcement.

The businessman attended the game with his wife, Beyoncé, and daughters Blue Ivy, 12, and Rumi, 6. Meanwhile, Beyoncé may have taken a little attention away from the teams and Usher when it was announced she would be dropping her latest project next month, on March 29.

“OK, they ready! Drop the new music.”

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The “Lemonade” performer also released two new country-themed songs co-written and co-produced by Tony! Toni! Toné!’s Raphael Saadiq, called “Texas Hold ’Em” and “16 Carriages.”

Now, the world awaits the next album and project to drop, and it won’t be that much longer.