Twin brothers Larry and Laurent Bourgeois (collectively known as LES TWINS) are internationally known New Style Hip-Hop dancers, originally from Sarcelles, France. They are members of a larger crew of dancers known as the Criminalz Crew, now That's Rocawear! For more information visit www.ThatsRocawear.com That's Rocawear viral videos celebrate the evolution of hip hop culture. Rocawear was established in 1999 off the excitement around Jay-Z and Rocafella Records and remains today as the number one urban lifestyle brand in the world. We celebrate how the culture has evolved and how Rocawear has not only evolved with the culture but has been a major force in communicating that evolution around the world.

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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. www.Rocawear.com

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Affion Crockett is one of the most versatile entertainers around, as an accomplished actor, writer, dancer, rapper, comedian, music producer, and director -- his YouTube videos have become an Internet sensation. Affion may be best known for his comedy niche with online sketch/parody videos garnering over 40 million views on YouTube. Currently, Affion is starring in and producing his own sketch comedy show, "In the Flow With Affion Crockett" for FOX which is also executive produced by Jamie Foxx. Be sure to tune in Sunday's at 9:30! That's Rocawear viral videos celebrate the evolution of hip hop culture. Rocawear was established in 1999 off the excitement around Jay-Z and Rocafella Records and remains today as the number one urban lifestyle brand in the world. We celebrate how the culture has evolved and how Rocawear has not only evolved with the culture but has been a major force in communicating that evolution around the world. For more information visit www.ThatsRocawear.com

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LA starts off 2011 with a bang by premiering her first mixtape and mini movie, The Presentation. Influenced by classic albums such as The Miseducation of Lauryn Hill and Kanye West's College Dropout, the tape's setting begins in a classroom and gives the listener a virtual walk through of her learning process as a lyricist. About That's Rocawear Campaign: That's Rocawear viral videos celebrate the evolution of hip hop culture. Rocawear was established in 1999 off the excitement around Jay-Z and Rocafella Records and remains today as the number one urban lifestyle brand in the world. We celebrate how the culture has evolved and how Rocawear has not only evolved with the culture but has been a major force in communicating that evolution around the world. For more information visit www.ThatsRocawear.com

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Taylor McFerrin has sustained an major buzz in the Future Soul scene ever since his 2007 EP "Broken Vibes" gained heavy rotation by DJ's such as Benji B, Gilles Peterson and Garth Trinidad. His production credits include remixes for The Cinematic Orchestra, Amp Fiddler and Corrine Bailey Rae, as well as album tracks for Jose James and UK Rapper TY. He has also toured worldwide as a one man show, playing major festivals such as Lollapalooza, Glastonbury, The Big Chill, and Gilles Peterson's Worldwide Festival. For more information visit www.ThatsRocawear.com That's Rocawear viral videos celebrate the evolution of hip hop culture. Rocawear was established in 1999 off the excitement around Jay-Z and Rocafella Records and remains today as the number one urban lifestyle brand in the world. We celebrate how the culture has evolved and how Rocawear has not only evolved with the culture but has been a major force in communicating that evolution around the world.

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"A world with amnesia won't forget your name". In this video, JAY-Z discusses his line from "The City is Mine" and how why chooses to pay tribute to the Notorious BIG in his verses. Get the official "Decoded" app here: itunes.apple.com

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If you've heard him, you've felt him! WordSpit was born and bred in East New York, Brooklyn to a young mother and a hustling musician for a father. With humble beginnings as his inspiration, WordSpit realized his gift for lyrics in the third grade and has been honing his craft ever since. Check him rocking out with his band The ILLest! That's Rocawear viral videos celebrate the evolution of hip hop culture. Rocawear was established in 1999 off the excitement around Jay-Z and Rocafella Records and remains today as the number one urban lifestyle brand in the world. We celebrate how the culture has evolved and how Rocawear has not only evolved with the culture but has been a major force in communicating that evolution around the world. For more information visit www.ThatsRocawear.com

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What's your perception of Rocawear? Check out Celebs/Athletes/Tastemakers sharing their thoughts about the brand at Rocawear's 'Style Suite' Pop Shop, which took place in SoHo, NYC! About That's Rocawear Campaign: That's Rocawear viral videos celebrate the evolution of hip hop culture. Rocawear was established in 1999 off the excitement around Jay-Z and Rocafella Records and remains today as the number one urban lifestyle brand in the world. We celebrate how the culture has evolved and how Rocawear has not only evolved with the culture but has been a major force in communicating that evolution around the world. For more 'That's Rocawear' campaign videos, visit www.ThatsRocawear.com

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How does cultural perception affect which fashion labels people wear and which ones they abandon? We sat down with entrepreneur and record exec, Steve Stoute - celebrity stylist, June Ambrose and Rocawear's Chief Marketing Officer Jameel Spencer to discuss how changes in popular opinion have affected some of today's fashion brands. That's Rocawear viral videos celebrate the evolution of hip hop culture. Rocawear was established in 1999 off the excitement around Jay-Z and Rocafella Records and remains today as the number one urban lifestyle brand in the world. We celebrate how the culture has evolved and how Rocawear has not only evolved with the culture but has been a major force in communicating that evolution around the world. For more information visit www.ThatsRocawear.com

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Jasmine Solano is a Brooklyn-based rapper and DJ whose debut single, "That's Not It" can now be seen on MtvU. Born in Philadelphia, her career began after she took an opportunity to host her own radio show called, The Secret Spot, featured on Boston's WERS 88.9FM in which she received the Urban Music Award for Best Female Radio Personality. That's Rocawear viral videos celebrate the evolution of hip hop culture. Rocawear was established in 1999 off the excitement around Jay-Z and Rocafella Records and remains today as the number one urban lifestyle brand in the world. We celebrate how the culture has evolved and how Rocawear has not only evolved with the culture but has been a major force in communicating that evolution around the world. For more information visit www.ThatsRocawear.com

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JAY-Z speaks on his best selling book, "Decoded". He also sheds light on the fact that rap/hip hop should be looked at as poetry, and claims that certain hip hop artists can and should be respected as poets. Get the official "Decoded" app here: itunes.apple.com

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Rocawear 'Evolution' fragrance commercial featuring Trey Songz! Shop: bit.ly

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FOR MORE INFO CHECK OUT STAYONHERMIND.COM -------------------------------- Check out Rocawear 9IX, the new men's fragrance by Jay Z. This is the first time anyone has used a female on their national ad for a men's fragrance. HOT!

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We spent a day with Rocawear in New York and shot this live video for you! Mixed up our original song, "Carbon Copy" with a favorite Jay-Z tune...ENJOY! We love you s'mores than ever!! xoxo VISIT US www.karminmusic.com LIKE US ON FACEBOOK http FOLLOW US ON TWITTER twitter.com T-SHIRTS & MORE karminmusic.com FIND US ON ITUNES bit.ly That's Rocawear viral videos celebrate the evolution of hip hop culture. Rocawear was established in 1999 off the excitement around Jay-Z and Rocafella Records and remains today as the number one urban lifestyle brand in the world. We celebrate how the culture has evolved and how Rocawear has not only evolved with the culture but has been a major force in communicating that evolution around the world. Amy and Nick have a great sense for making it personable, corky and organic which we believe are the main elements for their viral success. That's Rocawear! For more information visit www.ThatsRocawear.com

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Born in Brooklyn to Panamanian parents, hip hop artist, actor and entrepreneur, Panama has overcome struggles of a broken household and learning to live on his own during his teenage years in Baltimore. He managed to jump start his acting career by being cast in a much coveted role on HBO's The Wire Season 4. The recurring role allowed him to gain exposure in the acting world, but also allowed him to cut his teeth in hip hop, taking any time not shooting to hit local ciphers and recording studios, battling his way until he was heard. About 'That's Rocawear' Campaign: That's Rocawear viral videos celebrate the evolution of hip hop culture. Rocawear was established in 1999 off the excitement around Jay-Z and Rocafella Records and remains today as the number one urban lifestyle brand in the world. We celebrate how the culture has evolved and how Rocawear has not only evolved with the culture but has been a major force in communicating that evolution around the world. www.ThatsRocawear.com

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EXPLICIT LANGUAGE The self proclaimed Good Kid in a Mad City, Kendrick Lamar is on a collision course with greatness. With that "Mad City" being Compton, Kendrick ultimately over came d'evils, pressures and pitfalls often associated with his legendary home town. His music represents the heart of Hub as well as everybody raised during the Ronald Reagan reign of 1980's. He flawless captured how that particular era affected his generation on the appropriately titled "Section80". PURCHASE HERE: itunes.apple.com For more information visit www.ThatsRocawear.com That's Rocawear viral videos celebrate the evolution of hip hop culture. Rocawear was established in 1999 off the excitement around Jay-Z and Rocafella Records and remains today as the number one urban lifestyle brand in the world. We celebrate how the culture has evolved and how Rocawear has not only evolved with the culture but has been a major force in communicating that evolution around the world.

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www.iwillnotlose.org Some of the struggles I had early on involved overcoming myself. Just thinking I could never amount to what my dream was, having doubts; that was hard for me personally. What I learned about myself is that I can't help everybody at one time. I'm gonna get up to it, though. Being young, trying to pursue my career, everybody always gonna have doubts. Automatically, they're gonna compare you, "he can't do what this person do and he can't sing like this person." I mean, I think that's what makes people unique, that people don't sound alike and people don't do the same things. When I was younger, I was working hard, playing basketball and maintaining my singing at 11 and 12 years old. So, I think I had that drive from day one. That's what makes me the same person I've always been.

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About Demont "Peekaso": Demont "Peekaso" is 3-time Grammy Nominated, R&B Singer Raheem DeVaughn's Art Director and On-stage Painter on Canvas and other surfaces. Recently discovering how to express his Art via his iPad (courtesy of Apple), dubbing himself "iPeekaso," he created the 1st ever televised live iPad presentation during Raheem's 2010 Jimmy Kimmel Show appearance/performance. Known for capturing real life, in real-time with his art pieces, "Peekaso" prides himself on being a "Young Historian" that's able to create unique paintings based on day to day historic news events, prominent figures in Pop Culture, the Hip Hop community and the World. About That's Rocawear: That's Rocawear viral videos celebrate the evolution of hip hop culture. Rocawear was established in 1999 off the excitement around Jay-Z and Rocafella Records and remains today as the number one urban lifestyle brand in the world. We celebrate how the culture has evolved and how Rocawear has not only evolved with the culture but has been a major force in communicating that evolution around the world.

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www.iwillnotlose.org My name is Rich Boy. Everyday I wake up and think how amazing it is that I made it out of Mobile, Alabama. The whole city is the projects. Before I popped, people didn't believe that there was nothin' they could do besides sell drugs. They love seeing me. I stay there just to give people hope, make them believe in something bigger. I started out as a producer and switched to rapping, but in that process there were a lot of things I went through. I beat an attempted murder trial, my brother got sent away for 10 years, my mama had cancer...just a lot of stuff behind the scenes. So for me to make it out and still have an opportunity to blow up at the same time means 10 times more to me. I've got to win for my state, my family and everybody else that I represent for, period.

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2004 Rocawear Ad Photo Shoot Featuring SAS, Freeway & Sparks ciphering, plus Dame Dash, Beanie Sigel & Oschino on the set of the shoot. For more footage sign-up to www.eurogang.net

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Drumline!!! Check out The Brooklyn Express Drumline team doing their thing and even adding in a little "Empire State of Mind". About Brooklyn Express Drumline: The mission of the Brooklyn Express Program of Performing Arts is to give youth an outlet that inspires, enhances creativity, leadership, and a drive to succeed; causing a barrier against street violence and crimes in our neighborhoods and giving youth better morals and a wiser lifestyle. About That's Rocawear: That's Rocawear viral videos celebrate the evolution of hip hop culture. Rocawear was established in 1999 off the excitement around Jay-Z and Rocafella Records and remains today as the number one urban lifestyle brand in the world. We celebrate how the culture has evolved and how Rocawear has not only evolved with the culture but has been a major force in communicating that evolution around the world.

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Check out the Rocawear 'Evolution' fragrance featuring Trey Songz! Shop: bit.ly

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About National Double Dutch League: In 1973, David A. Walker, then a New York City Police Community Affairs Detective, joined by his partner Detective Ulysses Williams, developed the street game of Double Dutch into the World Class Sport that it is today. With the assistance of the physical education instructors at IS 10, Walker and Williams revitalized the game by developing it into a competitive team sport. On February 14, 1974, the first Double Dutch tournament was held with nearly 600 fifth, sixth, seventh and eight grade students participating. Since that initial tournament, competitive Double Dutch has expanded with citywide and national championships. Nearly 100000 girls and boys representing schools and community centers throughout the United States and world compete for team positions at the national and international events. For more information visit www.ThatsRocawear.com

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www.iwillnotlose.org My name is Toccara and I'm from Dayton, Ohio. I always knew that I wanted to be in front of the camera. I can't sing, so I thought about modeling. Every year I would go to the agencies in New York, and they were always telling me no. After finding my look I got with a big name agency, but they ended up dropping me. America's Next Top Model was my breakthrough. There was never a time during the show where I wanted to give up, it just became a point where I felt that my destiny was out of my control. But I always seen the positive side of everything in my life, that's why I can't take no for an answer. The best thing that I can do is be the best me. With my energy and drive I can't let a situation hold me down. I'm focused man.

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Go behind the scenes with Trey Songz on his shoot for the Rocawear "NEXT" Spring/Summer 2011 campaign. Visit www.next.rocawear.com for more!

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Rocawear Presents the NEXT campaign featuring Trey Songz. Check out the first webisode of Trey Songz's Rocawear NEXT journey. Be sure to check out Rocawear.com for all the latest Rocawear Men's fashion. Trey Songz new album, Passion, Pain & Pleasure available on iTunes now!

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Jay-Z attends the 10th Anniversary party for Rocawear, a few minutes later Beyonce makes a quick cameo appearance. Also in the video Teyanna Taylor and Making the Band's Laurie Ann Gibson. www.str8nyc.com

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Check out the Rocawear 'Evolution' Fragrance teaser video. Featuring Trey Songz, this is too hot for TV! Shop: bit.ly

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New Rocawear photoshoot with Jay-Z and his superstar girlfriend Beyonce Knowles. In this exclusive behind the scenes look you can see the two of them acting like parents while playing with the kids in the ad. You gots to download this! YES BEYONCE IS ONLY THERE FOR ABOUT 5 SECONDS BUT IT'S STILL VERY CUTE! IF YOU ARE A GUY WHO WANTS TO SEE BEYONCE MODEL THEN THIS VIDEO IS NOT FOR YOU BUT IF YOU WANT TO TAKE A PEEK AT HER RELATIONSHIP WITH JAY-Z THEN THIS IS FOR YOU. SHE APPEARS AT 2:30 INTO THE VIDEO! HOLLA!

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www.iwillnotlose.org My name is Matt Morton. I am a youth advocate for an organization called CAUSE: Campaign for Adolescent University Student Empowerment. I also work with Boys and Girls Clubs across the nation and the National Network for Youth on homeless youth issues, as well as overseas projects. When I was younger, my Mom was killed in an airplane crash and shortly after my sisters and I moved in with my alcoholic father. He married a woman addicted to cocaine and heroin, so I grew up taking care of my little sisters. I was once told, "A child needs one person who's absolutely crazy about them." My cross-country coach became a father to me; he helped me set some really high goals. It all started with a youth center in our community, we didn't think we would be going all over the country with this. Because of our success, plans to inspire the youth and empower young people as problem solvers across the globe continues. For more on Matt's pronoject, please visit www.YouthKeepitREAL.org !

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In this video, www.WatchMojo.com checks out the Rocawear Fashion show for kids.

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About National Double Dutch League: In 1973, David A. Walker, then a New York City Police Community Affairs Detective, joined by his partner Detective Ulysses Williams, developed the street game of Double Dutch into the World Class Sport that it is today. With the assistance of the physical education instructors at IS 10, Walker and Williams revitalized the game by developing it into a competitive team sport. On February 14, 1974, the first Double Dutch tournament was held with nearly 600 fifth, sixth, seventh and eight grade students participating. Since that initial tournament, competitive Double Dutch has expanded with citywide and national championships. Nearly 100000 girls and boys representing schools and community centers throughout the United States and world compete for team positions at the national and international events. About That's Rocawear Campaign: That's Rocawear viral videos celebrate the evolution of hip hop culture. Rocawear was established in 1999 off the excitement around Jay-Z and Rocafella Records and remains today as the number one urban lifestyle brand in the world. We celebrate how the culture has evolved and how Rocawear has not only evolved with the culture but has been a major force in communicating that evolution around the world. For more information visit www.ThatsRocawear.com

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Rocawear + Transformers collaborated on this exclusive t-shirt collection that will be in stores July 2011. Check out the "making of" the t-shirt collection and be sure to check out www.Rocawear.com to pick up your favorite (s). Now That's Rocawear! About Rocawear + Transformer Collab Rocawear, fresh off the success of pairing Jay-Z's lyrics with Snoopy and Peanuts (not Snoop Doggy Dogg), has collaborated once again, but this time it's Hasbro's Transformers. Yes, the box office smash hit has partnered with Shawn Carter's Rocawear for an offering of a variety of t-shirts. Check out what turned out to be an incredible collision of hip hop energy, autobots and decepticons, we're sure you won't be disappointed!

Rocawear Transformers Fashion Collaboration

www.iwillnotlose.org I'm Jonathan Vilma, middle linebacker for the New York Jets. Growing up in Florida shaped me as a person. I was exposed to a lot of things at an early age where you had the choice of going one-way or another. Fortunately, I had great parents that raised me to choose the right path. I was a big University of Miami Hurricane fan. I got on the team and played hard. Academics played a big part with me as well, because I didn't think I was going to the NFL. In school I maintained a 3.5 grade point average, just in case the NFL didn't come through I knew I had something to fall back on. Winning Rookie of the Year, going to the Pro Bowl and leading the NFL in tackles are all great accomplishments. But I'm a winner from Miami, so I still have my eyes on the prize and that's the Super Bowl.

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Ms. Melanie Fiona is makes moves on her Rocawear ad campaign journey! Check out what she is up to next... bit.ly

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Click This Link To Be Redirected To The Online Store click.linksynergy.com Est. In 1999 By Today's Most Famous Rapper Jay-Z. The Rocawear Online Store Sells Anything From Clothes to Shoes, Handbags to Belts, Underwear to Jewelery. Wide Range In Both Mens And Womens. Follow This Link And It Will Redirect You To Rocawears Online Store: click.linksynergy.com

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Nicole Bell has been standing strong since the tragic death of her fiance, Sean Bell. Take a second to check out her webisode and her message on overcoming adversity.

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www.iwillnotlose.org Kyron is six years old and has been diagnosed with Pervasive Development Disorder (PPD), a form of Autism. He is a kindergartener with a love for music who is learning to play the drums with the help of his older brother. Kyron's mother, Arlene quickly learned that the word "communication" had a broad definition and that he would have to find different ways to communicate. She helped him learn sign language, and after realizing he had a photographic memory, she began labeling all of the items around the house. The world around him became very visual as he associated the words with the labeled objects and his speech capacity is steadily growing daily. His disorder has showed them that the most enriching form of communication is not always through words -- but it's also through sharing, laughter and most of all love. His full recovery is the ultimate goal, and losing is not an option.

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Rocawear asks Who's NEXT? Is it you? www.Roc4Life.com

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www.iwillnotlose.org I started out in a group that didn't quite work out. We had creative differences so I decided to pursue my solo career. It wasn't necessarily easy to get people to believe in me. Eventually, I got into a place where things started to move a little faster for me as a solo artist. When people talk about you, you know blogs, and internet, and radio, gossip...I mean it gets crazy, but I will say I feel like my high school experiences trained me for this. Everything is about learning, like a trial and error process. Some of the negative things, for me at this point is motivation, 'cause people like to be negative just to be. I'm living my dream, and to know that people actually love what I do means so much. It's my life, you know, I love it.

Ciara Rocawear Model Jay-Z Campaign Fashion Like A Boy

That's Rocawear viral videos celebrate the evolution of hip hop culture. Rocawear was established in 1999 off the excitement around Jay-Z and Rocafella Records and remains today as the number one urban lifestyle brand in the world. We celebrate how the culture has evolved and how Rocawear has not only evolved with the culture but has been a major force in communicating that evolution around the world. For more information visit www.ThatsRocawear.com

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Meet Kiran Goraya, Rocawear's NEXT in the category of Stylists.

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1. My opinion 2. Opinions from the women at work 3. My ladies opinion

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!llmind Hosts an event called BLAP (Beats Love Alcohol Party) where producers alike play beats they have made for the public. This event was filmed at the Jay-Z's famous Rocawear Studios. Producers who performed were Navegante, !llmind, Buda Da Future & Grandz Muzik, Buckwild, and Jay Ellyiot. Filmed & Edited By: Q. Shepard ( twitter.com )

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Give these boys a hand! Check out members of Impact Repertory spitting something positive! About Impact Repertory: we are youth activists who view the creative arts and leadership training as a way to develop ourselves and change the world in a positive way. We believe that we must be the message that we bring through hardwork, focus, discipline, unity and the principles of SOS safe space, outstanding effort and service to our family friends and community. About That's Rocawear: That's Rocawear viral videos celebrate the evolution of hip hop culture. Rocawear was established in 1999 off the excitement around Jay-Z and Rocafella Records and remains today as the number one urban lifestyle brand in the world. We celebrate how the culture has evolved and how Rocawear has not only evolved with the culture but has been a major force in communicating that evolution around the world.

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Rocawear X Omahyra Mota www.roc4life.com

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www.iwillnotlose.org The scene is familiar but no less demanding. A hard-working, career-driven single mother raising two little boys, who will be strong black men in the blink of an eye. Help in raising them comes from two noble souls, a dependable grandmother and a caregiver whose love is just as nurturing as the boys' birth mother. Long hours at the office leave little time for Mom to play both the motherly and fatherly roles that her boys so desperately need, but she plays each part the best she knows how. Ryan doesn't know the sacrifices his Mom makes for him and his brother, but he knows she will always be there, and her heart-to-heart hugs are something that will help him to get through any challenges that life may bring.

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www.iwillnotlose.org My name is Ebro Darden and I'm the program director for NYC's Hot 97FM. Originally from Northern California, I'm the product of a Jewish mother and Black father. I've always considered myself black and learned early that in America your race is determined by how people perceive you, not necessarily by how you perceive yourself. I was forced to learn those things, because when you're mixed you're never black enough, and you're definitely never white. I'm 6' 2", 240. I run the most powerful radio station maybe in the world. When certain problems arise, I take responsibility and show my team how we will get through the battle. You're only as good as the people around you so we plan, strategize, stick together and respect one another. I've been places and seen things that I've never planned. I cherish all of that so...I've already won.

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We recently caught up with Jameel Spencer, the brains behind Jay-Z's apparel brand, Rocawear. Remember when the clothing line launched back in 1999? Certified hip-hop heads across the country were decked in baggy denim and logo hoodies trying to emulate the Roca-A-Fella Records style. Fast forward to 2011, and the business savvy company births an online marketing campaign, featuring short videos from an array of talented artists, to essentially expand Rocawear's awareness beyond the urban street wear market. Smart move

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