Jay-Z speaks on his new “I Will Not Lose Campaign”
Ciara stars in the new Rocawear ad campaign
In an exclusive article with today’s Women’s Wear Daily, Jay-Z talks about his new Rocawear campaign for fall and holiday, called “I Will Not Lose.”
“I Will Not Lose embodies the spirit of Rocawear,” Jigga explains of the slogan, which is also a lyric from his hit “Change The Game” and a saying synonymous with him as a rapper. “It’s about a culture and an attitude that showcases survival.
“I like to see this campaign as a sort of reintroduction of the brand, but it’s also about more than just models in the clothing.”
The campaign, Jay says, is not just about the clothes. It will also promote hip-hop culture and lifestyle via a series of short, documentary-style testimonials seen on IWillNotLose.org.
Testimonials come from regular people like Amie Steele, the editor-in-chief of Virginia Tech campus newspaper The Collegiate Times, who tells her emotional story of having to balance her responsibilities as a journalist and her concerns for the safety of her friends during the devastating massacre at her school in April.
There’s also footage of Ciara, the celebrity face of the Rocawear women’s line, who talks about her involvement in the campaign.
“I thought hard and dug deep before I got into telling my story of my challenges and struggles that I faced on my way to success,” she says. “I really hope my story will be an inspiration to others.”
Ciara’s also pleased with the new pieces for Rocawear’s female collection.
“The clothes are much more mature,” she says. “They did such a great job of revamping the women’s line. There are a lot of cool pieces.”
Julia Davidson, the DrJays.com Merchandise Manager, is quoted in the article also.
“Rocawear is one of our top five brands in our mens, womens and kids businesses,” Davidson says. “The brand has seen tremendous growth in line with our overall site growth, which is approximately 70 percent.
Chris Brown stars in the new Rocawear ad campaign