NEW YORK, NY –
November 10, 2004
– It’s
been 10 years
since Damon Dash,
Kareem “Biggs”
Burke and Jay-Z
launched the now
infamous Roc-A-Fella
Records. The label,
along with clothing
empire Rocawear,
State Property,
Team Roc, C Ronson,
Dash Films, Armadale
Vodka, America
Magazine and the
RocBox make up
the wildly successful
Roc-A-Fella brand.
Now, Roc-A-Fella
Enterprises is
announcing the
release
of the limited
edition10th Anniversary
PRO-Keds sneaker,
which signifies
the first product
developed to kick
off this milestone
year.
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This landmark
shoe not only
represents the
first PRO-Keds
release under
the ROC umbrella,
but only 2500
pairs were created
making this limited
edition sneaker
a hot and coveted
shoe for this
season. The kicks
are made from
premium leather
and will come
fully accessorized
with a 10th year
string bag and
a Roc-A-Fella
CD. Hitting
retailers on 1/29,
the sneaker will
be sold at key
image stores including
City Blue, Sneaker
Villa, Downtown
Locker Room, Man
Alive, Dr.Jays,
Men’s Land,
Phat Kaps, Walters
and more.
Damon Dash has
been a fan of
PRO-Keds since
childhood. “It’s
a sneaker that’s
been around for
years and stands
the test of time
and trends. I
am a sneaker fanatic
myself, and the
possibility of
combining a sneaker
brand with what
I am already doing
got me truly excited,”
reveals Dash.
“This is
a perfect way
to launch the
PRO-Keds line
and to launch
the 10th anniversary
because it’s
a declaration
of independence
that the Roc owns
not only a musical
act but a sneaker
line, as well.
It shows ownership,
power and using
one vehicle to
promote the other;
both are independent
entities and we
are doing this
in a very unprecedented
way.”
PRO-Keds was
established in
1949 by Keds as
an athletic footwear
line primarily
aimed at basketball.
The first
PRO-Keds product
was the classic
Royal, a canvas
basketball shoe
in high and low
tops, featuring
a distinctive
red and blue power
stripe adjacent
to the toe. Over
time, new styles
were added across
the categories
of basketball,
baseball, football,
tennis, and track
and field. Items
utilizing exclusive
shock-absorbent
support and cushioning
techniques were
also developed
to keep pace with
the rapid advancements
in footwear technology.
Another apparel
company under
the Roc umbrella,
Team Roc, will
have the 1st clothing
release to celebrate
the 10th Anniversary
of Roc-A-Fella.
The Team Roc athletic
line - which is
available in sporting
goods, specialty
and department
stores now - was
inspired by and
grew out of Damon’s
long-standing
work with the
New York City
Mission Society,
an organization
serving the children
and families of
Harlem, the South
Bronx, and other
communities in
need with programs
and initiatives
in education,
preventive services,
personal growth
and development,
and recreation.
Team Roc is now
partnered with
SCAN, Supportive
Children Advocacy
Network, to continue
to promote and
support community
organizations
that aide “high
risk” youth
by offering after
school programs,
summer programs,
and additional
education opportunities
and classes. Now
a full-fledged
brand unto itself,
a portion of net
proceeds from
sales of Team
Roc will go towards
the newly established
Team Roc Foundation
– co-chaired
by Dash –
and will benefit
the development
of sports programs
in economically
challenged neighborhoods.
Stay tuned for
more 10th anniversary
releases from
The ROC…..
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