Ever since Run DMC rocked adidas Superstars without the laces, sneakers have been a major part Hip Hop culture. Now, Reebok is strengthening the ties between kicks and music with a new endorsement deal with Rick Ross. 

According to Nice Kicks, Rozay has officially joined forces with Reebok for an endorsement deal. Collaborator and fellow Reebok signed artist Swizz Beatz broke the news over Twitter, which the Bawse confirmed on his own timeline.  

We moving today BX stand up @rickyrozay Team Reebok ! http://t.co/9BHemsCh
Mar 14 via Instagram Favorite Retweet Reply

This isn’t the first time that Ross has linked up with Reebok. This past summer, Rozay, Meek Mill and Swizz Beatz released a remix to “Tupac Back,” titled “Reebok Back,” in promotion  of Swizz’s line of Reebok Kamikaze shoes.

RELATED: Timbaland Dubs Rick Ross “The Reincarnated Notorious B.I.G.”