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by on February 2, 2012

After firing half of its employees last month, Rocawear is rebounding with a Lucite crib full of licenses and a new marketing strategy featuring none other than the man behind it all, one Mr. Shawn Jay-Z Carter Knowles. 

Jay Z to Rock on Air for Rocawear with New TV Ad

Rocawear will debut its first ever television campaign titled “From Marcy to Madison Square” starring the Jigga Man and chronicling his oft-told rise from the Marcy Projects of Bedford Stuyvesant — otherwise known as The Livest One — in Brooklyn to selling out shows in Madison Square Garden. The spot will utilize footage from Jay and Kanye West‘s Watch the Throne concert at MSG in November.

“This is a really big deal, and fashion companies don’t usually use television. We are investing in the brand,” said chief marketing officer Jameel Spencer. “We are looking to spend more money than we did in the past in marketing this brand.”

Said brand has a total of 26 licenses around the world including children’s wear and newly signed swimwear, home goods and watch licensing deals. Whether the company plans to include a range of feminine hygiene products was not available at press time. Like the rest of the fashion world, Rocawear has also begun to focus heavily on the Asian market.

As for Jay-Z, speculation over his continued involvement with the brand should — much like Baby Blue Ivy — be put to rest. Along with the commercial, Jay has strengthened his relationship with Rocawear by renewing his contract to endorse the brand into 2014. [WWD, sub req'd]

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Contributed by Lester Brathwaite

I was center square from 1969 to 1978, during which I perfected the art of the zing as well as a crippling cocaine addiction. Bea Arthur was responsible for both. @LesFabian lester dot brathwaite at gmail

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