Miami Heat’s DJ Irie and adidas have joined forces to re-release
an adidas classic, the EQT B-Ball shoe.

As the first officially signed DJ of the NBA and the first DJ to hold an NBA
Championship ring, DJ Irie is an avid basketball fan as well as an evolving
businessman. "My involvement with the Miami Heat has certainly inspired
me to be great," DJ Irie told said. "I look at my position at the
Heat as a canvas to do much greater things. Getting to work alongside guys like
Shaquille O’Neal, Dwayne Wade, and Alonzo Mourning
who are not only great ball players but savvy businessmen, really opened my
eyes to the possibilities and the importance of building my brand beyond the
arena."

The adidas limited edition DJ Irie EQT B-Ball is color blocked in Miami Heat
colors; black, red, and white. The shoe has a smooth leather upper, and DJ Irie’s
block logo is embroidered in the ankle and also applied to the translucent gum
sole. A distinct trait of the EQT B-Ball is sock liner, which is yellow-gold
with a red DJ Irie print, that is visible due to the cutouts on the upper portion
of the sneaker. "The partnership with adidas came about through adidas
realizing the reach and marketing muscle of the DJ," Irie explained. "They
went out on a limb beyond the usual athlete and artist deals and decided to
get the DJ involved in releasing a shoe. For Miami I was the perfect fit for
that. This isn’t just some shoe that they had in stock that they just personalized.
This shoe is our creation. We were actively involved with everything from the
choice of materials to the design and colors. My shoe is an extension of myself
as a DJ."

The original line, which launched in 1991 was known as the Equipment Basketball
sneaker. The shoe was inspired by the need to provide players with a lightweight
shoe that can perform on the court. The original cutting edge concept provided
players with one of the industry’s first customizable sneakers, and helped launch
adidas in to modern performance footwear. Beyond making his mark in shoes and
clothing industry, DJ Irie also revealed that he is busy working on other business
ventures.

"I’m working on my debut album right now and also planning for the 3rd
annual ESPN Irie Weekend, which is my yearly charitable effort that takes place
in the month of June," Irie continued. "I’ve also founded a DJ Management
company called Artist Related that is dedicated to the advancement of new DJ
talent on a national level." DJ Irie’s rebirth of the basketball classic
retails $150 and is only available at the Shoe Gallery in Miami.