Which celebrity's 2003 brand collaboration set a new standard for celebrity endorsements by including equity ownership rather than just a traditional fee-based contract?

Celebrity-brand collaborations have revolutionized product marketing for decades. While some partnerships are fleeting promotional stunts, others have made permanent impacts on both the celebrity's career and the brand's trajectory. This trivia question focuses on a groundbreaking collaboration that changed how celebrities and brands work together, creating a template that countless others have followed since.

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50 Cent with Vitaminwater
Paris Hilton with Parlux Fragrances
Jennifer Lopez with Glow by JLo
Jay-Z with Reebok