Nicki Minaj Partners With Løci For Exclusive Launch Of Vegan Sneaker Collection

NEW YORK, NEW YORK – MARCH 30: (Exclusive Coverage) Nicki Minaj performs onstage during her Pink … [+] Friday 2 World Tour at Madison Square Garden on March 30, 2024 in New York City. (Photo by Kevin Mazur/Getty Images for Live Nation)

Getty Images for Live Nation

Nicki Minaj has launched her own line of sneakers. On Friday, the “Everybody” artist debuted a collection in collaboration with urban luxury vegan sneaker and apparel brand, LØCI, called “Nicki Minaj x LØCI.”

The collection features 11 unique styles of unisex bio leather shoes, each adorned with a logo on the tongue that pays tribute to Minaj as the “Queen of Rap” and also signifies the brand’s British roots. The price of the sneakers ranges from $185 to $200.

NICKI MINAJ x LØCI

LØCI Wear Instagram

In a March 29 Instagram post, Nicki Minaj announced her upcoming line of footwear, emphasizing her dual role as both owner and partner in the collection. Minaj expressed her gratitude towards her team for their support in realizing what she described as a “dream.”

“Thank you to my team for helping me make this dream come to fruition,” Minaj wrote. “This isn’t a sponsorship. I’m an owner & partner.”

Minaj follows in the footsteps of several prominent hip-hop artists who have launched their own sneaker collections, such as Missy Elliot, Jay-Z, 50 Cent, and Kanye West. More recently, fellow rapper Megan Thee Stallion teamed up with Reebok to release her own exclusive collection of sneakers. The recent line of sneaker partnerships reflects the growing demand for products endorsed by a female rapper in 2024, with their influence making a significant impact on fashion trends.

LØCI describes the exclusive footwear line as a blend of “street-cool aesthetics with high-fashion chic,” inspired by the courageous fashion sense of Nicki Minaj, capturing her Queens aesthetic and vanity flair.

Nicki Minaj models the LØCI ATOM sneaker from NICKI MINAJ x LØCI

LØCI Wear Instagram

Minaj’s collaboration reflects her support for sustainable products and Black-owned businesses, which LØCI encompasses. The British-based brand, well-known for being worn by A-List celebrities such as Alicia Keys, Leonardo DiCaprio, Mila Kunis, and Dwanye “The Rock” Johnson, prioritizes purposeful design combined with eco-friendly luxury materials within the vegan spectrum.

Co-founder and CEO of LØCI, Emmanuel Eribo expressed in a 2022 interview with Forbes that the brand goes beyond tangible goods and aims to build a community that will evolve into a movement. “LØCI is about building a community that will go on to be a movement. It’s all about making a real impact; we’re here to disrupt, challenge and educate.”

This year, Minaj has been on a roll with her entrepreneurial pursuits. In March, she launched her very own press-on nail line called Pink Friday Nails in collaboration with her longtime manicurist, Yvett G. The line features 11 designs influenced by the Trinidad-born rapper’s looks and holds a unique feature— patrons can choose the size and shape for each design they desire.

Nicki Minaj is presently undertaking her Pink Friday 2 Tour, with recent performances at the Dreamville Festival in North Carolina and Columbus. This tour has proven to be her most prosperous one yet, as it has completely sold out more than 25 shows. Notably, Minaj’s Pink Friday 2 Tour holds the distinction of being the most lucrative tour by a female rapper. According to Touring Data, this tour has generated an impressive $34.9 million from the sale of just 220,000 tickets for its initial 17 shows. Her upcoming tour appearance is scheduled in Milwaukee on Saturday.

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