It is Wat it is: 2009

“It’s a 10-year anniversary for Rocawear this year,” said Hov, sitting in a throne-like seat in Brooklyn, New York. He was taking a break from filming with fellow Brooklynite Spike Lee. “We’re shooting the commercial. The commercial is about Rocawear, what we meant to the culture. The aspiration to maintain and be around for 10 years.”

Jay explained the ad’s fantasy concept. “So this guy, he’s in advertisement, and he’s in Rocawear, and he goes through the day as if he’s Jay-Z,” Hov said of the concept. “He looks out the window, in his mind — because he’s aspiring to make his own Rocawear — there’s a group of people outside and they’re waving to him. As he walks away, realty sets in. Someone looks out the window, and no one’s out there. He gets on the elevator, and he’s thinking people are asking him for autographs; no one’s there. He’s on his way to building his empire, but he has Rocawear on, and that’s a start. So he feels as if he’s successful already.”