US rapper Jay-Z recently flew from New York to London Stansted in a personalised Challenger 604. Metro Business Aviation handled the multi-million dollar selling artist as he promoted a new range of customised Reebok ‘sneakers’ named after himself - the S Carter Collection.

The shoe’s signature design was shrink-wrapped onto the aircraft, which also featured a Reebok tail logo. Lynsey Mailer of Cake PR, who organised the event, added: “The whole thing was repeated in Paris

on the following day, before he flew back to New York.”

Jay-Z, real name Shawn Carter, answered questions at a press conference held in Metro’s foyer, before going on to promote his latest single. The rap star holds stakes in Roc-A-Fella Records, Roc-A-Wear clothing, Roc-A-Films and a distrib-ution deal with Armadale vodka. Sales for his combined interests in 2002 were thought to be over $300 million. When asked what he though about the aircraft, Jay-Z replied: “It’s travel-ling in style. It’s very comfortable.”

Rappers are turning more and more frequently to business jets to aid their hectic schedules; Eminem and RUN DMC have both extolled the virtues of business aviation.