Master P had a big 2020. The founder of No Limit Records partnered with BET to produce a docuseries on his famed label. The New Orleans, Louisiana native born Percy Miller also remains a partner in Rap Snacks and other ventures. However, the artist whose career expanded to film, sports, television, and real estate is looking to own one of the most recognized sneaker and apparel brands. According to Forbes’ Kori Hale, Master P and former NBA star Baron Davis are trying to buy Reebok for the price-tag of $2.4 billion.

In 2005, the German-based Reebok brand was purchased by Adidas for $3.8 billion. Late in 2020, marking 15 years since the acquisition, Adidas is reportedly looking to shed Reebok. Master P and Baron Davis are reported front-runners in potential buyers of the company founded in England more than 100 years ago.

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At a time when athletes and Black entertainers are driving sneakers and apparel (see: Kanye West’s relationship with Adidas, Colin Kaepernick’s post-playing career moves with Nike), Reebok has failed to connect. The brand that famously partnered with JAY-Z and Roc-A-Fella in the early 2000s has not necessarily held cultural capital and its competitors. During his all-star playing career, Baron Davis saw real value in Reebok. “I think Reebok is being undervalued. I left Nike as a 22-year-old kid representing myself and made the jump to Reebok, which took a chance on me as a creative and as an athlete,” said the former Hornets standout who ended his pro playing career in 2016. “I want the people I know athletes, influencers, designers, celebs to sit at the table with me.” Davis has invested in gaming apps in recent years. He also produced the documentary, Crips & Bloods: Made In America, and various other films.

Master P, who set up businesses in Louisiana and California over the last 30 years, wants to create opportunities for his people. “As we focus on turning Reebok into a lifestyle brand, not just a basketball brand, our most important initiative will be to put money back into the community that built this company.” Following JAY-Z’s purchase of champagne and cognac brands, 50 Cent’s Vitamin Water stake, and Nas’ incredible investment portfolio, this move could mark a massive ownership shift.

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While Adidas declined to comment to Forbes, reports suggest that the giant will soon decide what to do with Reebok.

Heads can catch recent AFH What’s The Headline interviews with Statik Selektah, Lyric Jones, The LOX, MC Eiht, Mobb Deep’s Havoc, Duckwrth, Lord Finesse, and Prince Paul & Don Newkirk. All episodes of the show are available wherever you stream your pods.

Here Is What Else Is Happening Of Note:

John Fletcher, also known as Ecstasy of the platinum and highly-influential Hip-Hop group Whodini has died at 56 years old. Fletcher, remembered for his iconic rap delivery and Zorro hat, passed away on December 23 in Atlanta, Georgia. No cause of death has been released at this time.  (New York Times)

Big Sean will now serve as the Detroit Pistons’ director of innovation. This follows the footsteps of Drake, who serves as the global ambassador for the Toronto Raptors. (NBA)

Actor and dancer Adolfo “Shabba-Doo” Quiñones has died at 65 years old. Having worked with elite artists as a dancer and choreographer, many Heads know Shabba-Doo’s work for his role of “O-Zone” in the Breakin’ franchise. No cause of death has been released at this time. (TMZ)

Tonight (December 31) Rakim and J. Period are live-streaming The Live Mixtape: God MC Edition, a concert featuring Ra’ performing classics, freestyles, and J. Period-helmed remixes.

J. Cole shares his release plans in a rare Instagram post. The handwritten sheet suggests that The Off-Season and It’s A Boy will arrive before the anticipated followup to 2018’s KOD, The Fall Off.

#BonusBeat: Ambrosia For Heads’ official playlist, featuring new music AZ, Tobe Nwigwe, Royce 5’9, Black Thought, Busta Rhymes, Ill Bill, Nana, Cordae, Lyric Jones, Nas, Oddisee, Boldy James, Benny The Butcher, 2 Chainz, REASON, Jack Harlow, MC Eiht, The LOX, and others.