50 Cent has revived his long-running rivalry with Jay-Z, claiming on Instagram that he angered the rapper during the filming of a 2003 Reebok commercial by wearing his own unreleased G-Unit trainer instead of promoting Jay-Z's S. Carter sneaker line as intended. The anecdote, shared as a "true story", underscores the enduring, largely one-sided feud between the two hip-hop stars, with 50 Cent regularly poking fun at Jay-Z on social media in recent years.

The advert, "Reebok (Interlude)", was made to showcase Jay-Z's first S. Carter Reebok shoe, but 50 Cent says he insisted on wearing a sample of his own G6 trainer instead, prompting Jay-Z's anger; he maintains Jay-Z "still owes him a favour" for it. The G6 went on to become a major success for Reebok and was re-released on 20 August this year at $130, quickly selling out. The renewed attention comes as both artists prepare for a busy weekend, with Jay-Z performing at Wembley Stadium in London on 4 and 5 September and 50 Cent appearing at E11EVEN nightclub in Miami on 5 September.