Jay-Z’s Rocawear Teams Up With The New York Yankees
Rocawear announced today a sponsorship with 27 time World Series Champions, the New York Yankees. For the 2012 season, Rocawear will have branded signage in Yankee stadium and integrated promotions throughout the season. Jameel Spencer, EVP Marketing, men’s division, Iconix Brand Group, Inc., commented, “Jay-Z has been a long-time fan of the Yankees, regularly attends games and has even included his favorite team in song lyrics, so this was a natural partnership. Rocawear, along with Jay-Z are very excited to be working with the Yankees for the 2012 season. We feel another championship in ’12!” (Press Release)
This move comes just days after the company ran its first-ever commercial.
The first ever Rocawear commercial is a retrospective of Shawn “JAY Z” Carter’s journey as a kid growing up in the humble projects of Brooklyn aspiring to make music and eventually making history. On that journey, the first business beyond music was the birth of Rocawear. Carter’s Rocawear brand represents his prowess as a business man who continues to challenge himself to be more than merely a musician. “My goal was to have one gold album and that was it,” says JAY Z in the spot. “And then it became, I want to show that an artist can ascend to the executive ranks.” Ultimately it has been JAY Z’s ability to inspire his customers that has afforded Rocawear over 10 years as the number one brand in its’ space. JAY Z continues, “Rocawear just keeps reinventing itself and redefining itself every single day.” #Marcy2Barclays (Life and Times)
Known for being a huge Yankees fan, Jay was spotted at the team’s post-World Series parade in 2009.
Crowds roared and church bells rang in lower Manhattan on Friday as the Yankees’ World Series championship celebration revved up with a ticker-tape parade. As the players on floats made their way through Wall Street toward City Hall Plaza, a loud roar rose above Broadway and confetti rained down on the parade. Revelers arrived early Friday to get a good spot along the route though many were forced to pack surrounding streets. Governor David Paterson and rapper Jay-Z were among those in the parade. After the players arrive at City Hall Plaza, Mayor Michael Bloomberg will give them the keys to the city. (Associated Press)
The Yankees partnership and television ad come at a time when Rocawear recently downsized its staff.
As familiar as he is with success, some would argue that Jay-Z’s Rocawear venture has ultimately been a failure. The urban clothing line, which launched over a decade ago, has seen its fair share of hard times. But perhaps none have been more devastating than this past winter, when a global sales decline of $500 million caused the company’s Manhattan store to lay off half of its 56 employees. (Billboard)
Written by Cyrus Langhorne