Rocawear, the brand rooted in hip-hop culture and music, announces mega producer, recording artist and social media icon, DJ Khaled, as its newest brand ambassador.

DJ Khaled will appear as the face of the brand’s fall/holiday ’16  marketing campaign. DJ Khaled’s partnership with Rocawear is his first emergence into the fashion space. On top of starring in the ad campaign, Khaled will be taking his 17 million+ social media followers along for the journey with Rocawear via his social channels, giving them exclusive video, sneak peeks of the collection and giveaways. Although Jay-Z*  sold the brand to Iconix Brand Group in 2007, the brand has continued to embrace the hip hop legend’s heritage by partnering with key recording artists in the millennial space.

*Please note select media coverage of the announcement incorrectly stated Jay-Z’s relationship with the brand. Iconix Brand Group would like to clarify that Jay Z is no longer a stakeholder in Rocawear, nor does he own shares in Iconix Brand Group. Iconix fully oversees the marketing, licensing and production of the Rocawear brand.

“Growing up in the game, Rocawear has always been a major part of the culture and lifestyle of fashion and music, and that’s why this opportunity to be the face of the brand is important to me, and it feels great,” said DJ Khaled. “When you’re rocking Rocawear, you’re rocking greatness. It’s quality, it’s fly and it’s part of my history that I’m excited to bring to my fans,” he continued.

Rocawear’s partnership with DJ Khaled represents the brand’s continuous honest approach tapping into the synergy and heritage of its roots,  providing consumers with on brand product that gives them the chance to represent the ROC lifestyle.

“Rocawear has always been on the pulse of culture and what’s moving the generation, and DJ Khaled authentically represents what the brand stands for as we continue to grow, and live and breathe new ways to be constantly connected to the consumer,” says Aleesha Smalls, Vice President of Digital, Iconix Brand Group. “The days of hard selling are over, and when you look at DJ Khaled, he is constantly engaged in a one-on-one conversation with his fans, and that natural connection is what it’s all about for Rocawear,” continued Smalls.

The fall ’16 campaign will be released later this summer when the collection hits stores and will be largely digital. The autumn collection is mix of causal items with active influences, including a focus on quality denim, knit tops, fleece and active sets and outerwear. The collection will be available in July at the best specialty stores, Department Stores, Rocawear.com and online retailers such as Amazon.

For exclusive content and more information on Rocawear, please visit http://www.rocawear.com. Stay up to date with the latest news from Rocawear at @Rocawear on Instagram and Twitter. Become a fan of Rocawear on Facebook at https://www.facebook.com/Rocawear/.