Kendrick Lamar spits his verse from “Hol’ Up” over Jay-Z’s “What We Talkin’ Bout” beat for the “That’s Rocawear” campaign.
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″.
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.