Rocawear Clothing To Reach Youth Through Cell Phones. Jay-Z Loves Scarves?

Article written by: SoJones
Posted on: July 4, 2008

Rocawear apparel this month is launching a mobile advertising campaign targeting Boost Mobile phone users.

The effort has a potential reach of 4.4 million. Boost Mobile is a division of Sprint, heavily skewed toward youth. Amobee Media Systems, Redwood City, Calif., is handling.

Rocawear, based in New York, is an urban lifestyle apparel brand co-created by rapper Jay-Z. The mobile ads are part of its “Be heard, be seen, be felt” campaign. The initiative “celebrates people from all walks of life who have overcome adversity to make the world a better place,” per the company.

The Boost Mobile ads will offer customers a special promotional code that can be redeemed on Rocawear.com to get a 10% discount on apparel.

“Mobile advertising is the most personal and effective way to reach our audience, who essentially lives on their mobile device,” Rocawear CMO Jameel Hassan Spencer, said in a written statement. “They’re connected 24/7 and are using their phones for entertainment, surfing the Web and much more than just phone calls. Mobile fits our consumers’ urban lifestyle and really connects with the message of our campaign, allowing them instant interaction with our brand.”

Rocawear spent $10.3 million on U.S. advertising in 2007 (excluding online), per Nielsen Monitor-Plus.

SoJones.com is the #1 resource currently for Rocawear discount codes and the complete history of the Hip-Hop Clothing brand founded by rapper Jay-Z and Damon Dash.