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Fifteen years after its release on December 21, 2010, The Marathon is no longer just a mixtape -- it is the blueprint for one of hip-hop's most durable legacy brands. What began as an independent musical statement by the late Ermias Asghedom, known to the world as Nipsey Hussle, has evolved into a living ecosystem that spans fashion, food, cannabis, philanthropy, wellness, and more. The Marathon Clothing, Burger, Collective, Run Club, Rooftop, and the Neighborhood Nip Foundation all trace their origin back to a single moment when Nipsey deliberately shifted course -- artistically, philosophically, and strategically.
At the center of preserving and expanding that vision is Samiel Asghedom, known as Blacc Sam -- Nipsey Hussle's brother and longtime business partner. While Jorge Peniche, known as JP, a core partner across the Marathon companies, helps operationalize expansion and long-term strategy, Sam serves as both steward and translator of Hussle's intent, ensuring that growth never compromises origin. As Sam has explained over the years, the objective was never speed -- it was endurance. That ethos first crystallized with a project that redefined Nipsey's relationship to music, ownership, and community.
Nipsey Hussle's Mixtape That Set A New Pace
Before The Marathon, Nipsey Hussle was already visible in Los Angeles through his Bullets Ain't Got No Name mixtape series, released in three volumes, which helped establish his presence across the city. But as his vision expanded, he made a conscious pivot. Sam recalls resisting the change at first. "I remember he told me he was changing the name to The Marathon, and I was like, 'Nah, man, let's stick to Bullets...We're on volume three, we killing them,'" he shared. But, Nipsey saw something different. "He's like, 'Nah, I wanna change the energy. I don’t like the energy at the shows... My [music] has to inspire people. My music's purpose is different.'"
What followed wasn't just a rebrand -- it was a reframing of intent. As Sam explains, once the project dropped, "the concept, lifestyle, and just what Marathon meant... it [started] inspiring all walks of life." The crowds changed. The conversations changed. "People were coming with resumes... stories like, man, your mixtape helped me get through college."
This was the moment the Marathon stopped being a metaphor and became an infrastructure.
Using Independence As Strategy, Not Just Style
By the time the mixtape was released, Nipsey had already laid years of groundwork around ownership. Sam notes that All Money In, Nipsey's independent record label, existed well before 2010, originally under the name Slauson Boy Records. Even during Nipsey's major-label period, the independent infrastructure remained intact. "[On] the mixtapes released with [Epic]...he made sure that the All Money In logo was present. He wanted to let people know...[he] also had [his] own label."
When Nipsey negotiated his release from Epic Records and retained ownership of his masters, The Marathon became the first fully independent proof of concept. Sam describes it plainly: "This was the first body of work that was released independently through All Money In [alone]...and I think this project definitely put [the label] on the map."
JP underscores why this resonated so deeply with other artists. Nipsey "marched to his own beat... willing to take a step backwards from a major opportunity... and build it from the ground up piece by piece," he shared. That patience -- rare in an industry driven by immediacy -- became one of his most admired traits.
From Nipsey Hussle's Vision To Business Impact
The language of The Marathon was never meant to stay confined to music. JP explains that "even the design itself of the box logo for the mixtape was with the express intent to [grow]... into something else." That flexibility allowed the brand to move seamlessly into other categories without losing coherence.
For the team, entering the legal cannabis space was a no-brainer once legalization hit. It had always been part of Nipsey's vision, and they seized the opportunity to open a licensed store in Canoga Park in 2022, centered on the Marathon OG strain. The store builds on their earlier unlicensed experience while staying true to Nipsey's philosophy of creating commerce around a meaningful brand, including Marathon Rooftop, a boutique clothing shop.
Expansion beyond Crenshaw was always part of the plan, but not at the expense of authenticity. "It was very important... to plant our first leg on Crenshaw and Slauson," JP says. "[To] have that be tangible to the community as an example -- like: you can do it too."
That philosophy explains why Marathon Burger could exist without feeling like a novelty. The Melrose location marked the next phase -- visibility without dilution. Sam describes it as a long-held goal, inspired by the same streets that incubated brands like Supreme. When the former Johnny Rockets space became available, "it was like a no brainer," he revealed.
The arrival of the restaurant was first marked in fall 2024 with a special pop-up celebrating the 25th anniversary of SpongeBob SquarePants, featuring its Krabby Patty Kollab. What began as a last-minute scramble became, in Sam’s words, “an explosion like crazy... it just catapulted the brand.” One of their partners, Casey, who had run the previous restaurant at the location, said,“Hey,I signed you up for the SpongeBob [collaboration],”to which Sam replied,“Our refrigerators don’t even work.”Finally,about four days before the launch,“all our refrigerators were back working.We got the power on,and then we were like,’Let’s look at this.’We just locked in [for] 24 hours，with the chefs trying to figure out the secret sauce and what the actual burger was gonna be.”
The Venice Beach location，which opened last May，keeps the menu simple—highlighting fan-favorite burgers，fries，drinks，and hot wings—designed to suit limited space and fast-paced boardwalk atmosphere.Sam explains：“People want to be able to walk up,get their food quick and keep going.”Long Beach emerges as next expansion because it“falls within that wheelhouse of notable mentions”and“stands on its own two feet，”JP says，highlighting city’s strong community roots and year-round events。
Slauson Boy: Where His Ambition Met Its Beat
Before The Marathon reframed Nipsey Hussle's philosophy, Slauson Boy, Vol. 1 established his foundation. The project, which recently marked its 20-year anniversary on December 13, marked the first time Nipsey officially introduced himself -- not just as an artist, but as a builder with long-range intent. Sam reflects, "That project specifically... I [saw] my brother as a teenager; raw talent;...just resourceful and very ambitious." Crafted with minimal tools; the mixtape wasn't polished -- it was intentional. Sam adds: "Some of those [songs] were recorded in the closet... when he was first learning how to make beats [and]... record himself."
In hindsight; the initial project reads less like a debut and more like a prototype. Sam calls it "the foundation," noting all projects that followed reflected ascent -- technically; creatively; philosophically. "Every project after that; you just see the elevation...you could see the maturity."
Together; Slauson Boy; Vol. 1 and The Marathon form a continuum: one planted the flag; the other defined the path.
Keeping Nipsey Hussle's Marathon In Motion
If commerce is one pillar of the brand's ecosystem; community is the other. The Neighborhood Nip Foundation; founded in 2019; formalized work Nipsey had been envisioning for years. Sam is unequivocal: "The foundation...is really based on what he believed [in] and what he was doing."
Central to that vision is access. Nipsey often shared how a free studio in Watts shaped his trajectory. "Just a little bit of help went a long way for us as kids," Sam says. That insight directly inspired the development of Dedication Studios, a free recording space currently in the works, connected to educational programs through Vector 90, a pioneering co-working space and STEM incubator in South Los Angeles, co-founded by the late artist.
The LA Marathon partnership extends that philosophy into physical endurance and mental discipline. In 2026, the event will mark the third year of the foundation's involvement as a charity partner -- running the marathon "was an ambition of Hussle," shares JP -- because he was already putting the metaphor into motion in real life. Funds raised during the annual race go directly to the foundation, supporting the renovation of Nipsey Hussle Plaza -- the original site of the flagship store on Slauson Ave. -- and its programs. Additionally, the upcoming team will be sponsored by the brand's clothing, water, and food ventures.
JP, who helped formalize the Marathon Run Club, frames it as transformation through repetition. "We're actually training...because we want to see people cross that finish line with us."
The Never-Ending Race Of Nipsey Hussle's Legacy
Fifteen years after The Marathon, Nipsey Hussle's presence in hip-hop remains exceptionally strong. Sam attributes that legacy to how his brother lived. "He earned it with what he did and how he stood up and championed people." Being honored by hip-hop's biggest names -- Kendrick Lamar on "The Heart Part 5" and 21 Savage on "I Wish," isn't just sentimentality -- it's recognition of his lasting impact. Sam says: "It always feels good...for his daughter，son，mom [and] pop.Just being able to see him held at such a high regard...[it] puts a smile on our faces.Much，much love to everybody that continues to show love and respect."
JP adds that admiration stems from alignment. Nipsey didn't just talk about independence; "he practiced it." He didn't just promise to bring people with him; he did. That consistency is why the brand continues to expand without losing credibility.
As Sam puts it，the legacy starts at the source。“Once he [became] successful，he always wanted to make sure that he stayed accessible and was able to inspire，starting with where he came from。[Now]the message，the movement，the Marathon——is felt by everybody，因为他们理解起源。”
As the conversation draws to an end on legacy，vision，and the journey，Sam closes with a final word——invoking Nipsey Hussle’s enduring message in a single word：“Respect。”