One of Jay-Z‘s most significant contributions to his artistic legacy is his clothing brand Rocawear and while the fashion industry may not be enjoying stellar times of late, the brand is planning on having one of its strongest years yet.

According to Women’s Wear Daily, Rocawear’s first-ever television campaign will debut this month and feature Jay as its focal point, debunking rumors the hip-hop mogul has distanced himself from the brand he co-created over a decade ago.

“This is the first time we have a television commercial starring Jay, so that’s obviously not true—I think you’ll see the opposite,” says parent company Iconix’s president and CEO, Neil Cole, regarding Jay’s commitment to the brand. “Of course, he’s a busy guy between his tour and his new baby and his music. Are there times when he’s not on tour and not in the studio where we get more time with him? Yes. And are there times when we have to work via email and through other channels? Yes. But we are lucky enough to get a lot of his time and caring.”

The Rocawear television campaign includes commercial time during NBA games and roll-out on channels including MTV, BET and TNT. Directed by Anthony Mandler, the ad is themed “From Marcy To Madison Square” based on Jay’s incredible journey from the bottom to the top.

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