Multi-platinum Hip-Hop artist Bryan “Baby” Williams, CEO of Cash Money Records is collaborating with urban shoe company Lugz to launch a new holiday boot collection.The “Birdman Nightwing” follows in the footsteps of Baby’s “Birdman” shoe line, which was introduced last spring and sold over one million pairs.The new collection will make its debut this weekend, with the “Never Fold” campaign.According to Baby, the campaign is indicative of his approach to business.“I don’t compromise, don’t back down, don’t take no for an answer,” said Baby. “That’s been my motto for over ten years in this game, and my shoes have to live up to that standard too. Never fold.”The ads place the New Orleans rapper in several demanding situations where he doesn’t concede defeat.“When we were coming up in New Orleans, no one was looking to the south,” said Baby. “We built our own label, ground up. People started paying attention and realized that we were key players making our own decisions and now it’s an empire.”Television ads will start airing in November on MTV, BET and Spike TV among others, and print ads will appear in hip-hop publications like Vibe, XXL and The Source.
