I Will Not Lose

This inspirational brand campaign was born from the same place that birthed every single successful cultural movement from Rock & Roll to Hip Hop. It is where Rocawear was born.Whether it's a young man who everyone said was too small and too slow in college emerging as an All-Pro NFL running back or a beautiful young woman overcoming the political implications of her family name to become a budding star in the modeling business, the statement rings true; I will not lose! Every success story no matter how big or small shares the common thread and attitude that is breathed within the essence of this campaign.It celebrates those who overcome adversity daily to continue to thrive and make the world a better place. These individuals have omitted the word can't from their vocabularies and have gone on to achieve in various ways. The campaign is the brainchild of one of those very people; Shawn Carter. Shawn Carter, better known to most as Jay-Z, broke into the music scene some 15 years ago as an aspiring artist looking for a chance to get his music heard. While most of us know the man today as arguably the most successful hip hop artist ever, few will remember a young man with a dream that every music executive at the time told him would never be realized. It was with the vision, passion and conviction that we are familiar with today that Jay-Z dismissed what others thought of him and emerged as the international cultural phenomena he always knew he'd become and continues to be today.