Affion Crockett Impersonates Jay-Z For Rocawear

Affion Crockett is at it again, this time repping that Rocawear life, by impersonating Hov.

His new show “In The Flow” airs Sundays on FOX.

ROCAWEAR + TRANSFORMERS COLLABORATION

KENDRICK LAMAR :: "THAT'S ROCAWEAR"

Kendrick spits the “Hol’ Up” lyrics over Jay’s “What We Talkin About”.

Jay-Z is Opening a Rocawear Pop-Up Shop

On Monday June 27, Jay-Z and his clothing line will be moving to Mulberry Street in New York. The hip-hop mogul is opening a temporary location, or a "brand showcase," for Rocawear where celebrities, tastemakers, and other very important people will be invited to record testimonials that will later be posted on ThatsRocawear.com. Jay-Z is said to be in the works of re-positioning Rocawear into a more modern and accessible line. While talking to WWD, Jay stated: "We are a great American brand. We don’t envision ourselves as an urban brand or streetwear brand. We wanted to show people how we’ve evolved and repositioned ourselves, without abandoning our original DNA." Sounds like a good move to us.

Video: Karmin Covers Jay-Z in "That's Rocawear" Campaign

Rocawear hops on the Karmin wave by tapping her for their brand new "That's Rocawear" viral campaign and it was only right that the gorgeous brunette covered Jay-Z's "Encore" off 2003's The Black Album.

ROCAWEAR GOES VIRAL: Eschewing its traditional print campaign for fall, Rocawear launched a new online marketing campaign on Thursday that will run through the end of the year. The Iconix Brand Group Inc.-owned brand will seed the Web with 37 short, original videos featuring an eclectic mix of musicians, poets, artists and even a troupe of fleet-footed double-dutch jumpers.


The multicultural group of featured performers reflects the shift of Rocawear from a strictly urban, streetwear-focused brand towards a more modern and mainstream positioning that appeals to a broad spectrum of young consumers, said Shawn “Jay-Z” Carter, co-founder and president of Rocawear.

“We are a great American brand. We don’t envision ourselves as an urban brand or streetwear brand,” explained Jay-Z. “We wanted to show people how we’ve evolved and repositioned ourselves, without abandoning our original DNA.”

The videos feature participants wearing Rocawear and oftentimes incorporating music from Jay-Z. They include Taylor McFerrin (son of Bobby); rapper-DJ Jasmine Solano; the dance duo Les Twins; Wordspit the Illest, and the Dynamic Diplomats of Double Dutch.

“It’s all walks of life. When I played the Glastonbury music festival people said a hip-hop artist couldn’t play a rock festival. But culture isn’t segmented like that any more. There’s so much cross-pollinization and the same thing is true for clothes,” said Jay-Z.

The first video that went up Thursday features the musical duo Karmin, who hit it big on YouTube — they’ve racked up 23 million views for a cover version of Chris Brown’s “Look At Me Now—and were recently signed to Epic Records. A “That’s Rocawear” logo serves as the tag line on all the videos.

“The landscape of urban culture has changed dramatically over the past two to four years — it’s not as obvious as it used to be. Who would have expected that our competition would now be Abercrombie & Fitch and Hollister and Aéropostale?” said Jameel Spencer, chief marketing officer of Rocawear.

The remainder of the videos will be rolled out through the holiday season. All of the videos will live on a new site at ThatsRocawear.com. Additionally, the videos will be incorporated into each participant’s own online presences, such as their individual YouTube channels or Facebook pages.

“I think that’s where our consumer is moving. Everyone is Internet-savvy and spending a lot of time online and that’s where our focus is now,” said Jay-Z.

In another effort to burnish the brand with tastemakers, on Monday Rocawear will open a pop-up shop at 201 Mulberry Street in Manhattan’s NoLIta neighborhood. Rather than sell merchandise, the space will serve as a brand showcase and the company is inviting celebrities, bloggers, radio personalities and students to come in and tape testimonials on their impressions of the brand. These videos will also be posted to ThatsRocawear.com

“People are often surprised at how much we’ve changed. They’re like, ‘That’s Rocawear?’” said Spencer.


— DAVID LIPKE

Courtesy of http://www.wwd.com/

ROCAWEAR PRESENTS NEXT :: MELANIE FIONA & TREY SONGZ

JAY-Z X KANYE WEST & MORE TOAST TREY SONGZ AND MELANIE FIONA'S ROCAWEAR CAMPAIGN

Celebrations for Trey Songz and Melanie Fiona‘s first official fashion campaign for Rocawear reached a peak last night in New York City. The artists were toasted at a glittering event sponsored by Hennessy Black and GQ magazine inside opulent, open-air venue Provocateur.

YOUNG JEEZY DISCUSSES THE RE-BRANDING OF 8732

ROC NATION X SKULL CANDY VIRAL CAMPAIGN

ROCAWEAR TRIBUTE T-SHIRT FOR ARTHUR ASHE

“Jay-Z and Rocawear created in honor of late tennis legend Arthur Ashe. It will be available for purchase at the U.S. Open, on the U.S. Open site and on ArthurAshe.org. All proceeds will go to the USTA National Junior Tennis and Learning Center, and the Arthur Ashe Endowment for the Defeat of AIDS.”

DAME DASH RESURRECTS ROC-A-FELLA RECORDS

Remember when Roc-A-Fella Records was the hottest label in hip-hop back in the late 90s and early 2000s?

Dame Dash does too, and hopes to restore the label that he was bought out of back to its former glory.

The Roc roster really only has one active artist on it at present time, Kanye West. Most of its other signees, including the label’s co-founder Jay-Z, have moved on to other recording plantations.

Dame plans to release the debut album from Curren$y as the relaunched label’s first release on June 15th.

“Def Jam or Universal bought the brand,” Dash told MTV. “I think the ‘beef’ [with us and Jay-Z] was that Jay made it clear he didn’t want me or [Roc-A-Fella's third co-founder Karriem "Biggs" Burke] to be a part of it. That’s really where it was at. Now that he doesn’t work for Def Jam anymore, he doesn’t have the right to use the name. So there’s no reason for us not to use it. It’s there, and it’s a brand that’s not being used. So I was like, ‘I’ll take it.’ It always meant something to me.”

Dash secured the deal through Island Def Jam chairman L.A. Reid, who previously worked with Dash through his shortlived Damon Dash Music Group.

After the release of Curren$y’s album, Roc-A-Fella will release Ski Beatz’s long awaited 24 Hour Ski School mixtape.

MTV Shows

ROCAWEAR MOBILE :: “ROCK POP SHOP”

Bridget Kelly Talks About Her "Empire State Of Mind" from the.LIFE Files on Vimeo.

Jay-Z x Rocawear. In case you haven’t noticed Jay-Z and his marketing staff have recently placed a priority on innovative marketing efforts to push Rocawear as a lifestyle and not just a clothing brand. First, the Rocawear team launched the social networking site Roc4Life a couple weeks ago, and now they have a mobile Rocawear “store” called the Rocawear Roc Pop Shop which is billed as a mobile shopping enviornment.

The Roc Pop Shop is currently touring New York and touts exclusive Rocawear merchandise that you cannot purchase anywhere else. Rumor has it even Jay might be making a couple appearances himself on the Rock Pop Shop tour.