310 Motoring announced a partnership with hip-hop performer, The Game, to create a signature sneaker, “Hurricane by 310.” This is 310’s first effort in athletic shoes. A lifestyle sneaker will debut this Holiday. 310 will launch a performance basketball shoe in 2006.

“We never wanted to just go out and sign one of the biggest hip-hop artists – for us, everything we do is about relationships,” says Marc Laidler, founder of 310 Motoring. Together Laidler and Game created the signature “Hurricane” shoe.

The Game (once known as Jayceon Taylor) was a shooting guard for Compton High School “before succumbing to the life of the streets” as described in his debut album The Documentary.


>>> Word on the street was that The Game, a one-time protégé of RBK frontman 50 Cent, was going to sign as the newest member of RBK’s Music Shoe Stable.  The Game’s people and 50 Cent’s pals traded more than words outside a NY rap station, which appeared to ice the RBK deal