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Reebok is a British producer of athletic footwear, apparel, and accessories. In recent years, Reebok has looked beyond sole focus on athletic endorsement of their products. Rapper Jay-Z became the first non-athlete to get a signature shoe from Reebok in late 2003. This line, the "S. Carter Collection by Rbk," became the fastest selling shoe in the company’s history. Reebok had made similar deals with rapper 50 Cent (G-Unit sneakers), Nelly and Miri Ben-Ari. At the moment Swiss Beat is the creative director, and is developing allot of heat!