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Soulja Boy to design Yums Shoes & Apparel line
Jul '08
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.

Soulja Boy Tell'em's Grammy-nominated Number 1 single "Crank That (Soulja Boy)," from his Platinum 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."

Collipark Music / Interscope Records

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