50 Cent just got the sneaker world buzzing after Tony Yayo confirmed the G-Unit x Reebok line is making its official return this summer.
The G6 silhouette dominated the early 2000s and was one of the biggest moves in rap history when it dropped in 2003, proving that rappers could actually move serious product in the sneaker game. According to Footwear News, he sold over $3.8 million in pairs of sneakers during that era, which was absolutely wild for a Hip-Hop collaboration at the time. Jay-Z’s S. Carter line launched that same year and became Reebok’s fastest-selling sneaker ever, but 50 Cent’s G-Unit G6 had its own lane and loyal following. The early 2000s were peak sneaker culture for rappers, and these shoes were the blueprint for what was possible when you combined Hip-Hop credibility with actual design. The timing of this comeback makes perfect sense, too. Fashion’s been obsessed with 2000s nostalgia for years now, and baggy jeans are back in rotation, so the G-Unit aesthetic fits right into what’s happening right now. Timothée Chalamet was already rocking G-Unit x Reebok boots back in December during his “Marty Supreme” promotional run, which basically confirmed that these shoes had staying power beyond just the Hip-Hop community.
The sportswear brand led the charge in rappers getting their own footwear, as Jay-Z’s Reebok S. Carter launched in 2003 and was the brand’s fastest selling sneaker of all-time. Run D.M.C. had signed an endorsement deal with Adidas long prior, but that partnership was largely centered on the Superstar. In 2009, Kanye West would then become the first rapper to actually design his own sneaker with the release of the first Air Yeezy. Fashion’s years-long indulgence in aughts nostalgia could provide fertile ground for a G-Unit x Reebok revival, and the sneakers would prove a natural match for the baggy jeans that were also trendy more than 20 years ago.
Timothée Chalamet was ahead of the news, as he sported a pair of G-Unit x Reebok boots in December as part of his “Marty Supreme” promotional tour.