NEW YORK — Shawn "Jay-Z" Carter is out to win.

The hip-hop mogul may have sold his Rocawear brand to Iconix Brand Group Inc. in April, but he remains more involved than ever as he and Iconix set out to build the clothing label into a $1 billion business. And, with the launch of the company's multimedia ad campaign, "I Will Not Lose," on Aug. 15, Carter hopes to inspire consumers while at the same time capturing the new mood in hip-hop fashion.

"I Will Not Lose embodies the spirit of Rocawear," Carter explained of the slogan, which is also a lyric taken from "Change the Game," a single from his first album. "It is about a culture and an attitude that showcases survival. I like to see this campaign as a sort of reintroduction of the brand, but it's also about more than just models in the clothing."

Admittedly the urban market has struggled of late as once high-flying brands in the sector have lost out. But Rocawear remains one of the survivors — evidenced by the fact that Iconix paid $204 million in cash for the brand, with contingent payments of an additional $35 million of Iconix stock based on performance over the next three to five years.

Executives agree the brand easily could reach the $1 billion mark by expanding internationally, getting into retail and growing its women's business. Women's wear sales already have increased by 45 percent in the past two years, according to Alain LaFontant, vice president of juniors sales for Rocawear. Now the company generates about $400 million in wholesale volume, including $100 million from the women's business, which sells in about 1,200 speciality and department store doors nationwide.

Neil Cole, chief executive officer of Iconix, said he sees tremendous opportunities for Rocawear, including a men's and women's fragrance deal, which the company will announce soon for a holiday 2008 launch. "We purchased Rocawear about three months ago because we think it has a tremendous opportunity for growth," Cole said. "There is a big opportunity for retail, expansion of product categories and international expansion. We are already seeing a nice business develop in Europe and looking at opportunities in the Far East."