Ewing Athletics has partnered with Death Row Records–the world’s most dangerous record label–to create this new Advertise With Us collaboration, which just so happens to be the first of it’s kind for the label.

Founded in 1991, Suge Knight brought some of the rap game’s best artists–Dr. Dre, Snoop Dogg, Tupac Shakur, The Lady of Rage, Kurupt, Daz Dillinger–under one roof, and personified the danger and allure of the West Shore music scene in the mid 1990s.

I was young at the time, around 10 or 11, but I vividly remember what it was like during that period in hip-hop. “Gangsta Rap”, as the media called it, had blown up since debuting in the late 80s. And it had become hottest genre in music. Death Row, Suge Knight in particular, had quite the public reputation, and the record label seemed to be an extension of his legend.

Infamous doesn’t even begin to describe some of the stories that surrounded Death Row. And this is even before they signed Pac. I remember when the news broke that Pac had been released from prison and had signed with Death Row. I don’t think there’s ever been an album that was as anticipated as “All Eyez On Me”. Unfortunately, just as the arrival of 2Pac signaled the apex of Death Row Records, his death signaled the end of the label. But for all of its shortcomings, it accomplished a lot in such a short span.

Instrumental in reshaping the landscape of rap, Death Row Records produced 11 platinum albums and sold over 50 million albums worldwide. And now, Death Row Records has been immortalized on one of the most iconic sneakers of the ‘90s; Patrick Ewing’s 33 HI.

Fans of Death Row Records, and sneakerheads in general, will be able to celebrate the era, and the label, at the Death Row Records Los Angeles pop-up event on April 10, moderated by music industry veteran John Payne.

The Death Row X Advertise With Us collab will retail for $140, and will be available to purchase there at the pop-up event and in-store at BAIT. For the rest of us who don’t live in L.A., you can now purchase the shoes exclusively at EwingAthletics.com. The size run extends from a men’s size 5 through a size 16.