Jay-Z to to Star in Rocawear’s First-Ever Television Campaign

Jay-Z's Rocawear clothing line has seen its ups and downs in the struggling economy. With a global sales decrease of $500 million, the company had to lay off 28 of its 56 employees in January. Now Jay is looking to boost the company's profit margin with a unique rollout strategy.

According to WWD (via Us Weekly), the rap mogul plans to star in Rocawear's first-ever television campaign to remind consumers of his humble beginnings. Titled 'From Marcy to Madison Square,' the black-and-white ads will detail Jay-Z's rise from launching his own record label to headlining sold-out shows at Madison Square Garden.

The commercials, which were directed by photographer-turned-filmmaker Anthony Mandler, will also use footage from Jay-Z and Kanye West's 'Watch the Throne' concert at MSG in November. The spots will start airing on BET, MTV and TNT during NBA basketball games.

Jay-Z started Rocawear in 1999 with business partner Damon Dash and sold it in 2007 for $204 million to licensing company Iconix Group, which owns Ed Hardy, Peanuts and Candies apparel lines. Rocawear also plans to expand its children's clothing and international markets reach in 2012.