Rocawear, which launched in 1999, has evolved into a complete lifestyle for Jay-Z's loyal customers. The brand, which includes men's, women's and children's apparel, as well as accessories, is closely monitored by Jay-Z. "He is involved with anything to do with the brand," says Jameel Spencer, Chief marketing officer of Rocawear. "A lot of young kids pattern what they are going to do after these people, so we want to represent Jay-Z way in a way that inspires kids." Even with his successful business ventures, Jay-Z hasn't strayed from his music roots. The four-time Grammy winner is up for five more awards this year, including Record of the Year and Song of the Year.