Multi-Year Deal Lets Soulja Boy Tell'em Design His Own Line of Yums Shoes
and Apparel
Utilizes Interscope Records Strategic Marketing Muscle to Reach Broad
Audience
SANTA MONICA, Calif., July 1 -- Collipark Music /
Interscope Records and mega-trend-setting Atlanta rap artist Soulja Boy
Tell'em, announce a multi-year sneaker and apparel contract with Yums Shoes
that will tap into Soulja Boys Tell'em's growing influence as a top-selling
artist. This tier one endorsement allows the rapper, in conjunction with
Yums' designer Tex, to design his own signature shoe within the Yums' Block
Star line of sneakers, which uniquely emblazon the soles of each colorfully
crafted shoe with graffiti art. Soulja Boy Tell'em and Tex will also design
street-oriented apparel for Yums Shoes.
(Photo: http://www.newscom.com/cgi-bin/prnh/20080701/LATU532)
Soulja Boy Tell'em's Grammy-nominated Number 1 single "Crank That
(Soulja Boy)," from his Platinum souljaboytellem.com CD, ignited an
international hip-hop video and dance phenomenon in 2007 and 2008. The song
also created a digital download and ringtone frenzy worldwide, with over 3
million downloads of the song and ringtone to date, placing Soulja Boy
Tell'em in the forefront of influence on trends and dress styles. This
unique coupling between Interscope Records, Soulja Boy Tell'em and Yums
Shoes, with its "Block Star" line of boldly colored shoes and
graffiti-influence, will utilize Interscope Records' strategic marketing
muscle to reach a broader consumer spectrum.
Soulja Boy Tell'em joins forces with Yums "Supa Throwed" designer and
legendary Dallas graffiti artist Tex (one of the founding members of
Infinity Crew) and JP McDade, CEO of Yums Shoes. Their successful
collaboration has positioned Yums Shoes as THE sneaker of choice throughout
the hip-hop nation. Tex says of the deal between Collipark Music /
Interscope Records, Soulja Boy Tell'em and Yums Shoes: "This is a natural
fit for Yums Shoes, Interscope and Soulja Boy Tell'em. It clearly
demonstrates how music and fashion blend together." McDade adds, "The shoes
and clothing line allow the wearer to express his or her personality,
because each shoe is an individual piece of art. Soulja Boy Tell'em will be
able to assist in designing shoes and apparel exactly the way he would want
them to look. And with Interscope's considerable marketing savvy, we expect
this effort to be our biggest, most far-reaching yet."
Super producer Mr. Collipark, who appears on the video to "Crank That
(Soulja Boy)," hints at bigger things to come for Soulja Boy Tell'em,
adding, "We are very excited and have high expectations for this
opportunity and future Soulja Boy Tell'em endeavors, including movies and
television."
Steve Berman, President, Sales and Marketing, Interscope Geffen A&M,
said of the agreement: "Soulja Boy Tell'em has a sense of cultural radar
that's unrivaled. He built his own brand and we were lucky enough to work
with him to take it to the next level. Soulja Boy Tell'em's innate sense
for what his fans want makes him the perfect artist to have a sneaker line.
We're excited to partner with him on this."
Please visit http://www.yumsshoes.com for an extensive display of YUMS
Shoes designs, apparel and more.
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