Cultural fashion leader Rocawear will bow its I Will not Lose ad campaign Aug. 15. Inspired by company co-founder and CEO, Shawn "Jay-Z" Carter, the multimedia campaign features recording artists like Ciara, Three 6 Mafia, Rich Boy and Chris Brown. The push also features individuals that have overcome trials and tribulations; they include Devin Rocco, who is overcoming Tourettte's Syndrome, and Hurrican Katrina survivor Corey Ricks.

"Rocawear was created and is successful because of a culture," Carter said in a statement. "It's not just a clothing company . . . Everyone in the campaign has the confidence and drive that represents Rocawear."

In addition to print ads, video testimonials of each participant, sharing their story of strength and courage, are airing online at iwillnotlose.org. The campaign was lensed by photographer Mark Seliger, and is supported by numerous online partners, including YouTube, MySpace and All Hip Hop. Proceeds from the campaign and I Will not Lose-branded Rocawear merchandise will be donated to an I Will not Lose Foundation, which will distribute funds to charities selected by campaign participants.

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