Rugged Concepts, Inc. was founded in 1994 by guerilla marketing specialist and music promotion expert, Duk-ki Yu.
Prior to Rugged Concepts, Inc., Duk-ki helped to create a superstar status for hip hop musicians, such as 2Pac, The Pharcyde and The Wu-Tang Clan. With Rugged Concepts, Duk-ki and his staff went onto cash checks from nearly every single major and major independent record label, helping them create even more superstars, and contribute to the creation of multi-billion dollar urban and hip hop lifestyle segment.
We have worked with:
Death Row Records
Bad Boy Entertainment
Def Jam Recordings
Rocafella Records
Steve Rifkind Company/Loud Records
No Limit Records
Interscope Records
Just to name a few...
In 1996, we also secured a product placement and lifestyle marketing consulting agreement with Reebok International, and helped Reebok gain a strong foothold in the urban community, and effectively launching the most successful Reebok basketball shoe in Allen Iverson's Question.
In the late 90's and the 21st Century, we switched our focus to lifestyle marketing and brand strategy for corporate clients, such as EA Sports/Electronic Arts, New Era Cap Company, and L'Oreal USA.
By connecting relevant brands together to effectively cross-market their product to an eager and affluent hip hop nation, we succeeded in bringing the first-ever in-game placement deal for a clothing company in a videogame (EA Sports and Ecko Unlimited in Knockout Kings 2000). We also designed and created the first-ever videogame-inspired lifestyle sneaker, when we made Nike x EA Sports Air Force II (hyperstrike of 72 pairs) for the launch of EA Sports BIG NBA Street Vol.II. We created the ultimate brand strategy for New Era Cap Company by seeking partnerships with leading boutiques, to generate a new alternate business model with no reliance on league licenses.
Today, we continue to help the following companies reach their target audience, with the respect and relevance to the young adult and youth market:
Eletronic Arts/EA Sports
L'Oreal USA
Snocap
We are the strategists and creative consultants for the bright new future!!!
