Eminem might have puked on his sweater in his come-up, but now that the platinum-selling rapper has established himself as a mogul, he’s looking to keep his sneakers fresh with a new investment.
The artist (Marshall Mathers) revealed he and his longtime manager Paul Rosenberg will invest in Detroit-based sneaker stock market StockX.
"Sneakers have always been a huge interest of mine, for at least as long as I’ve been rapping," Mathers said in a statement. "I really like the fact that sneakers are a big part of what StockX is doing. When I found out that they happen to be doing it from downtown Detroit, it made even more sense to get involved."
As part of the partnership, StockX will offer exclusive Slim Shady content, including peeks into Mathers' sneaker collection. Sneakerheads can also enter a contest to win a pair of the rapper's latest Nikes NKE.
Mathers has a long history with sneakers, having released multiple Air Jordan collaborations with Nike. Most recently, Em partnered with fellow Michiganders Carhartt to put out the Eminem x Carhartt x Air Jordan 4.
Sneakers have featured prominently in Shady’s music: in “Berzerk,” he raps: “Guess it's just the way that I'm dressed, ain't it/Khakis pressed, Nike shoes crispy and fresh laced, so I guess it ain't.”
Benzinga recently caught up with StockX founder Josh Luber to learn about the history of the company and why Quicken Loans chairman Dan Gilbert cares about sneakers.
Image credit: Emily Elconin
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