The G-Unit Clothing Company was launched in 2003 as a joint venture between rapper 50 Cent and fashion entrepreneur Marc Ecko, founder of Ecko Unltd. In a unique arrangement, Ecko handled the marketing and merchandising while 50 Cent retained full ownership of the brand, a deal Ecko likened to the iconic Air Jordan partnership between Nike and Michael Jordan. The clothing line quickly proved commercially successful, generating an impressive $100 million in retail sales. However, the partnership came to an abrupt end in February 2008, only to be renewed a few months later with plans for a Spring 2009 collection. Since 2019, the brand has shifted to an exclusively online retail model, continuing its legacy in the streetwear market.