Soulja Boy has signed a multi-year sneaker and apparel contract with Yums Shoes, a Dallas-based clothing company. Interscope, the teen rapper’s label, will lend a helping hand via marketing to raise awareness for the collaboration, according to a label spokesperson.
“The Soulja boy exclusive shoe will be released in the fall along with my album,” says Soulja Boy. “The Soulja Boy cartoon will also be released in the fall, so there’s three things to look out for.”
The teen rapper has shared exclusively with Billboard.com that through this endorsement deal, he will design, along with graffiti artist and designer Tex, his own signature Yums “Block Star” sneakers as well as an apparel line.
Each Yums sneaker sole is emblazoned with graffiti art. Soulja Boy will introduce his line at the Magic trade show this fall. The rapper will appear in both television and print advertising for his Yums line and create five webisodes that will run across the Yums and Soulja Boy Web sites.
Soulja Boy’s sophomore album “iSouljaBoy” is expected to feature contributions from Polow Da Don, Bow Wow and Sean Kingston. His 2007 debut, “Soulja Boy Tell’em,” has sold 919,000 copies in the United States, according to Nielsen SoundScan.