Thanks to his social media exploits, DJ Khaled has proven to be a master of self-promotion. Now the rap personality and producer has been tabbed to apply his promotional skills to an entirely different sort of enterprise: he’s the new brand ambassador for Rocawear, and his face will be plastered all over the Fall/Winter 2016 marketing for the clothing label founded by Damon Dash and Jay Z. “Growing up in the game, Rocawear has always been a major part of the culture and lifestyle of fashion and music, and that’s why this opportunity to be the face of the brand is important to me, and it feels great,” Khaled recently told WWD. He continued, “When you’re rocking Rocawear, you’re rocking greatness. It’s quality, it’s fly and it’s part of my history that I’m excited to bring to my fans.”

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