With recent reports of struggling sales, Jay-Z is stepping in to help save the brand he started in the 1990s with partner Damon Dash: Rocawear.
Although the hip-hop mogul made a killing with the brand over the years, it’s apparent that it’s struggling, after reports surfaced that half of the brand’s employees were laid off at the Manhattan offices.
Although a source told the New York Postthat Jay had given up on the brand last month, citing an end to his contractual obligations, it seems that may be far from the truth.
Using his superstar status, Rocawear hopes to ramp-up sales and revamp the menswear line by placing Jay-Z as the star in the brand’s first-ever TV campaign, reports U.S. Magazine.
The TV spot is set to begin airing on MTV, BET, and TNT, primarily during NBA games.
Titled “From Marcy to Madison Square,” the commercials will be black-and-white visuals, which focus on Jay-Z’s rise from selling CDs out the trunk of his car in he Marcy Projects of Bedford-Stuyvesant, Brooklyn, to headlining concerts at Madison Square Garden.
Other reports said Rocawear plans to expand its childrens’ clothing line and international markets.