SMS Audio, the audio accessories brand from rapper Curtis “50 Cent” Jackson, has announced two new licensing deals with Reebok and Marvel.

SMS Audio will serve as Reebok’s official fitness headphone licensee globally. The company will develop a line of Reebok-branded headphones targeted to fitness enthusiasts that will launch at retail in August.

“Music adds an important dimension to fitness, whether it is part of mental preparation pre-workout, or whether it adds personal motivation during a long run,” says Linne Kimball, head of licensing, Reebok. “In SMS Audio, Reebok has found a partner who understands the unique demands that fitness places on the category, and will work closely with us to create Reebok audio solutions for our fit generation consumer.”

The audio company has also announced a new collaboration with Marvel for a co-branded line of on-ear headphones. The collection will consist of four models featuring 3D character embellishments and other branding elements. SMS Audio's Marvel headphones will be available for pre-order in June and hit retail in July.

“We’ve always held the belief that growth comes from remaining authentic to our core demographic, while cultivating brand advocates in more niche audiences,” says Brian M. Nohe, president, SMS Audio. “Our collaboration with Marvel speaks to that theory and will bring SMS Audio unmatched brand exposure to a widespread fan base.”