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Atlanta rap star Soulja Boy Tell’em is elevating his success with a newly signed sneaker and apparel contract with Collipark Music/Interscope Records and Yums Shoes.

Under the multi-year agreement, Soulja Boy Tell’em will work with Yums’ designers to create his own signature shoe with Yums’ Block Star line of sneakers, which feature graffiti art on the soles of each colorfully crafted shoe.

“It clearly demonstrates how music and fashion blend together.” said Yums Shoes CEO JP McDade. “The shoes and clothing line allow the wearer to express his or her personality, because each shoe is an individual piece of art. Soulja Boy Tell’em will be able to assist in designing shoes and apparel exactly the way he would want them to look. And with Interscope’s considerable marketing savvy, we expect this effort to be our biggest, most far-reaching yet.”

The rapper’s business deal comes as amid the success of his Grammy award nominated single “Crank That (Soulja Boy).”

The song, which is featured on Soulja Boy Tell’em’s platinum-selling debut album souljaboytellem.com, has generated more than 3 million downloads of the song and ringtone to date.

“He built his own brand and we were lucky enough to work with him to take it to the next level,” said Steve Berman, Interscope/Geffen/A&M President of sales and marketing. “Soulja Boy Tell’em’s innate sense for what his fans want makes him the perfect artist to have a sneaker line…We’re excited to partner with him.”

Soulja Boy Tell’em fans can expect more from the rapper in the future, according to producer Mr. Collipark.

“We are very excited and have high expectations for this opportunity and future Soulja Boy Tell’em endeavors, including movies and television,” Mr. Collipark said.