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Reebok & 50 Cent Successful Launch of G-Unit Sneaker
Tuesday, November 25, 2003
By: brooklyniteOne
On November 11th,hundreds of fans waited eagerly outside Foot Locker, Reebok concept stores and
urban independents worldwide to get their hands on 50 Cent's first sneaker,
"G6," from the "G-Unit Collection by Rbk." The tightly allocated G-6 flew off
shelves in key global markets such as New York, Philadelphia and London and
sold out completely on http://www.reebok.com in one day. Marking one of the best
liquidations of a debut Reebok shoe, the G6 has a suggested retail price of
eighty dollars and "fifty cents." Fifty cents of the proceeds of each pair
sold will be donated to charitable causes supported by 50 Cent.
Recently voted MTV VMA's "Best New Artist in a Video" and Vibe Award's
"Artist of the Year," 50 Cent is only the second hip-hop artist to join
Reebok's "Sounds and Rhythm of Sport" Rbk marketing platform. An
unprecedented marketing initiative that represents the dynamic fusion of
sports and music, "Sounds and Rhythm of Sport" reached new heights with the
signing of 50 Cent, rap's hottest icon.
"My Reebok G-Unit sneaker blew out of the stores just like I hoped it
would," said 50 Cent. "The word has hit the streets, I rap about the shoe in
my new video 'Stunt 101,' and the fans are definitely feeling it."
"Reebok is thrilled with the early buzz the G6 has generated," said Micky
Pant, Reebok's chief marketing officer. "50 Cent has earned his reputation as
the hottest MC right now and young people want to sport the shoe he is
wearing."
On December 23rd, the next shoe from the "G-Unit Collection by Rbk," the
black/royal G6, will launch for men for a suggested retail price of $80.50.
This style will also be available for grade school boys. In February, a
white/pink G6 will be available for women for a suggested retail price of
$80.50. The shoe will also be available for girls in sizes ranging from pre-
school to crib age. Also in February, a white/ice G6 will be available for
men for a suggested retail price of $80.50. The shoe will also be available
for boys in sizes ranging from grade school to crib age.
Reebok is supporting the upcoming G6 launches by generating a cool
underground buzz with core urban tastemakers nationwide. Crucial to the
grassroots efforts will be a "Rbk Street Squad" comprised of the same team
members responsible for the tremendous viral success of 50 Cent's debut album
"Get Rich or Die Tryin'." The "Rbk Street Squad" will hype the new G6 styles
with posters, postcards and flyers depicting 50 Cent and his G6 shoe in key
national cities in high traffic areas such as barbershops, hair salons,
nightclubs, clothing stores and restaurants. The visibility of the new G6
colorways at these lifestyle locations will help Reebok connect with core
consumers in a more intimate setting.
50 Cent is also extremely involved in promoting his "G-Unit Collection by
Rbk." He wears the shoes on tour, in his videos and in television
appearances.
Born Curtis Jackson, the Jamaica, Queens, New York native has long been
recognized as one of the underground's best MCs. His debut album, "Get Rich
or Die Tryin'," " launched at No. 1 on the charts this past February and his
two hot singles, "21 Questions" and "In Da Club," were ranked No. 1 and No. 9
respectively on the Billboard chart.
50 Cent becomes only the second non-athlete to have a signature athletic
footwear collection. Earlier this year, Jay-Z and Reebok formed an
unprecedented partnership which includes the design and marketing of the
"S. Carter Collection by Rbk," which launched at retail on April 18, 2003.
Reebok's Rbk collection is street-inspired and designed for young men and
women who want the style of their gear to reflect the attitude of their life.
Reebok International Ltd. (NYSE: RBK), headquartered in Canton, MA, is a
leading worldwide designer, marketer and distributor of sports, fitness and
casual footwear, apparel and equipment under the Reebok, Rockport and Greg
Norman brands and footwear under the Polo Ralph Lauren brand. Sales for 2002
totaled approximately $3.1 billion. Reebok can be accessed on the World Wide
Web at http://www.reebok.com.
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