Project Las Vegas: Reebok x Swizz Beatz

Project Las Vegas: Reebok x Swizz Beatz

The YCMC squad got invited to the Reebok @reebok booth at the Project Tradeshow @projectshow in Vegas for a very special announcement. We had a chance to go backstage while the crowd was pouring in. Swizz Beatz @therealswizzz was in the back with the latest member of the Reebok team: Tyga @tyga. Now we already know when Swizz Beatz puts on an event it's "Showtime."       Todd Krinsky from Reebok hit the stage with Swizz to talk about all the great projects that are coming out in the near future. Swizz gave a recap about the history of Reebok and how the Retro business is doing great for the company.       It was time for Swizz to bring out the big surprise, and when we say a big surprise I mean 7 foot 1 big surprise. It was none other than Reebok's first signed professional athlete: Shaq @shaq. The cameras went crazy when Shaq came out.       Swizz and Shaq have a long history together. Hearing Shaq talk about his love for music, and how Swizz actually produced music for his first album, was amazing. Shaq also told an incredible story of how he got the late great Biggie Smalls on his album. Swizz showed Shaq some throwback pictures of when he was young and some of Shaq's comments were not PG13 . Seeing Shaq wearing his shoe reminded us of old times, when we saw a size 22 shoe for the first time.         This was a great event with Swizz, Shaq and Tyga. Be on the lookout for all the new Reebok products on YCMC.com.         Check out Shaq's Interview with Swizz Beatz   [vimeo id="60187658" width="620" height="360"]
Mita Sneakers x Puma Suede Cycle Project

Mita Sneakers x Puma Suede Cycle Project

Puma @puma has teamed up with Tokyo-based Mita Sneakers @mitasneakers to create the Puma Suede Cycle. The shoe takes on the classic styling of the Puma Suede and gets outfitted with a clean gum and suede combo as well as a blinking light which illuminates the Puma back badge. [youtube id="JsyUezNadxA" width="620" height="360"] Originating in 1968, the Puma Suede is iconic. Definitely the most popular Puma style of all time, this classic even has a place in history and in every hall of fame. At the 1968 Olympics, Tommy Smith, the prominent equal-rights activist athlete, wore the shoe when he made his famous Black Power salute.     The Puma Suede gained a greater reputation in 1974 when they were worn and endorsed by Michael Jordan @jumpman23 of the 1970s and Walt “Clyde” Frazier of the New York Knicks @nyknicks. These shoes became known as the Puma Clyde.     The Puma Suede hit new levels of fame during the 80s and was regarded as the original B-Boy shoe. It's fame was heightened by early break dancing crews, such as the New York City Breakers and the Rock Steady Crew @crazylegsrsc. The sneaker’s cult status continued when the Beastie Boys @beastieboys rocked blue Puma Suedes on stage during their 1994 Check Your Head tour.   The shoe is known for its suede upper, signature branding and fat laces. Over the years the Puma Suede has been reinvented in different cuts, styles and has transcended many eras. To this day, it remains PUMA's most timeless piece of classic design.      
Kickistory: Lava Lebron X

Kickistory: Lava Lebron X

The Charcoal/Black/Total Orange Lebron X, more commonly know as the Lava Lebron X, sticks with the Miami Heat @miamiheat theme. It uses a black and total orange lava print on the swoosh, meant to highlight the black and grey upper. Total orange is also found on the outsole, eyelets, and logo. The fully visible zoom air unit provides unrivaled support and responsiveness. This sneaker was first worn in a home game against the New York Knicks @nyknicks. Lebron @kingjames scored 31 points and had 9 assists. This is a fantastic color way and one of the best Lebron X's to date.
All City: Urban Medium

All City: Urban Medium

[youtube id="NMgJxWLcp4s" width="620" height="360"] All City, features celebrities, tastemakers and influential individuals from different cities discussing how their surroundings, neighborhoods and boroughs have contributed, influenced and shaped their artistry. In this first episode, we sit down with the  founder and creative director of Urban Medium @urbanmedium, Derek Fridman, representing Atlanta to discuss how this emerging city provides an unlimited  canvas to display his artwork.
DJ Enuff Birthday Bash

DJ Enuff Birthday Bash

[youtube id="GtM02vhA3To" width="620" height="360"] Fresh off the road we made a pit stop at my man's birthday party at Griffin Nightclub @griffinNY in the Meat Packing district in NYC. The Heavyhitters @theheavyhitters were definitely in the building, spinning all the classics from r&b, soul and hip-hop. The bottles stayed popping all night and Mr Ciroc himself, P Diddy,  made a special appearance that nearly shut the entire spot down. From Angie Martinez to Talib Kweli everyone came out to celebrate with NYC's own DJ Enuff's @djenuff.
Kickistory: Jordan 11

Kickistory: Jordan 11

The Jordan 11 is considered one of the greatest Jordans of all time. Inspired by a lawnmower, this shoe is rugged yet sleek creating a very modern design. The "Playoff" Jordan 11s were worn during the 1996 playoffs where the Chicago Bulls were coming off of an unheard of 72-10 season and capitalized with a championship against the Seattle Supersonics. The sneaker is great on and off the court, with a black ballistic mesh and patent leather upper and a red translucent outsole. This comes accented with a carbon fiber shank plate and a red stitched jump man on the outside of the heel. A true classic the "Playoff" Jordan 11 lives on as a masterpiece in sneaker design.          
French Montana: Excuse My French

French Montana: Excuse My French

There is a new kid bringing rap back to the east coast. He goes by the name of French Montana @frenchmontana. We caught up with French while he was filming a documentary to be released later this year. French has a deep connection to the streets and when he comes around the streets definitely come out and support him. While doing his interview, French captured our attention with his moving stories about the harsh realities of growing up in the city and what it is like in the music business. French's career has definitely not been an easy one, he's the true definition of hard work paying off. After the interview was over, French dipped out in a beautiful white Rolls Royce. I overheard French say, "It's time to jump in the Ghost and be out." I never saw a real Ghost but if this is one, it's the most beautiful Ghost I've ever seen. Be on the lookout for two projects from French: the highly anticipated album Excuse My French and a documentary dropping sometime in the near future.
A$AP Ferg Breaks Down "Trap Lord" Mixtape - The Mixdown

A$AP Ferg Breaks Down "Trap Lord" Mixtape - The Mixdown

[youtube id="2eSX_nJcmp0" width="620" height="360"] Check the lastest Mixdown episode on Fuse TV featuring Asap Ferg @asapferg, live at The Compound.
Putting in Work with ASAP Ferg

Putting in Work with ASAP Ferg

We recently had a chance to catch up with Fuse TV @fusetv at the Compound, taping The Mixdown, a weekly show where the host Esteban @estebanoffmg visits recording studios and sits down with your favorite producers and artists to talk about their up and coming projects. The team was on deck setting up everything for the shoot.     As we all know artists are always running a little behind schedule so there’s nothing like a video game challenge to pass the time. We cut the Xbox on and it was time for NBA2K13 while we waited.     It was time to start rolling and ASAP Freg @asapferg stepped into the building. ASAP Ferg is part of the up and coming rap group ASAP MOB @asapmob. You might have heard of his counter partner ASAP Rocky @Asapxrocky who is taking over the game right now.       The interview was going great. We learned a lot of interesting things about Ferg. Like how he started in the fashion game running a screen printing company that provide services to major Record labels like Def Jam and Bad Boy. It was really cool to hear him talk about music, fashion, art and how it all blends together in his world.         Finally it was the moment we were all waiting for, time to hear some of his new music. ASAP Ferg played 3 new tracks from his new project that will be dropping very soon. ASAP Ferg has a single out right now titled “Work” that’s putting in work all over the airwaves and social media. ASAP Ferg described the song as a track that gets you motivated to do the best you can do, in anything you're working on. Be on the lookout for this interview on FUSE TV and stay tuned for the ASAP Ferg project dropping sometime in the near future.