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Swizz Beatz Aims To Change Culture With Reebok Partnership

August 17th, 2011

Swizz Beatz’s partnership with Reebok is more than a typical endorsement deal, the super-producer told RapCity host T-RexXx in New York City this month. “It’s a true partnership.”

In the clip below, Swizz talks about how becoming Creative Director at Reebok has put him among the ranks of top fashion designers, and allowed him to expand hip-hop culture on a global level.

The longtime beatmaker, who has crafted songs for hundreds of artists, including Jay-Z and Kanye West, Drake, Beyonce and DMX, first banded together with Reebok at the end of 2010. The collaboration is part of a full-scale rebrand of the classic shoe apparel line.

[videoembedws clipid=517746]

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