Like many established rappers, Young Jeezy has decided to delve into business. On June 13, Young Jeezy announced a partnership with Gourmet Footwear at Wish Atlanta Boutique.
Young Jeezy’s partnership will include social media initiatives, co-branding digital content, and creative input.
Sneakers have always played a major role in the culture of hip-hop since the days of Run-D.M.C. and their love for Shell Toes adidas. And while Michael Jordan’s phenomenal play on the court took the Air Jordan brand to unimaginable heights, hip-hop culture’s dedication to Air Jordan sneakers made the sneakers a hot commodity for decades.
Hip-hop’s influence on sneakers proved to be at its strongest in 2009 when Nike released Kanye West’s signature shoe, the Air Yeezy. The shoe created hysteria around the nation as sneaker lovers camped out for days with the hopes of getting a chance to secure a pair for $245. Some were able to resell the shoe for more than $1,000.
When the Air Yeezy 2 was released in 2012, some speculated that the sneaker would sell on eBay for $80,000.
However, Kanye is a bit of an anomaly when it comes to rappers having an astronomical buzz with their signature shoes.
Jay-Z (S. Carter); 50 Cent (G-Unit); Game (Hurricane); Master P (P. Miller); and Fat Joe (Protege) are rappers who attempted to launch their own shoe brand and failed miserably.
Young Jeezy’s partnership with Gourmet shouldn’t crash and burn in the same fashion as the P. Miller or Protege, but it won’t have a Kanye-like impact on the sneaker game. Gourmet offers stylish shoes and Young Jeezy could take the brand to new levels by giving it more exposure.
It will take 18-24 months before a true verdict can be reached on Young Jeezy’s impact.
Attendees at the launch event included Mimi Faust (“Love & Hip Hop Atlanta”), DJ RootsQueen, DJ Baby Yu, Avión Tequila and Gourmet Footwear’s Greg Lucci.
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