50 Cent’s four-year-old headphone company SMS Audio will be partnering with Reebok and Marvel for upcoming headphone launches, an announcement that came yesterday via a feature on the rapper/mogul in Fortune.

The company already has exclusive contracts with Disney World and Disney Land, as well as the Star Wars franchise. “We believe those relationships, in a corporate sense, are just as good a strategy,” the company’s president Brian Nohe told Fortune. 50 added, “Beats is Nike, and we’re Adidas.”

The Marvel-branded headphones will be less expensive than most of the models they currently sell, though “it won’t look toy-like,” according to Nohe. The comic book characters will serve as inspiration, rather than an exact model. The more straightforward Reebok collaboration will target a fitness-minded audience, with headphones designed for exercise.

The rapper still has a roster of celebrities who endorse his headphones, however, including Carmelo Anthony, Timbaland, and most recently New England Patriots star Rob Gronkowski. [Billboard]