Ecko Unlimted Middle East Press Release (DJ LETHAL SKILLZ is UNLIMITED)

MARC ECKO LAUNCHES GLOBAL AD CAMPAIGN
“Be Unlimited” to cross artistic, athletic, cultural boundaries

Marc Ecko Enterprises, the innovative global fashion and lifestyle company best known for its iconic Rhino and the *ecko unltd brand, has announced the launch of a new global ad campaign titled, “Be Unlimited.” The campaign is scheduled for release in targeted lifestyle print outlets, television, point of sale at Ecko stores and select Ecko retailers, as well as an online component. The Spring/Summer ’09 campaign will showcase an array of talent and brand ambassadors, and highlights the brand’s signature apparel, shoes, and watches.

Using a series of YouTube viral videos to augment its traditional media buys, the campaign will feature local and international artists and athletes who best represent the philosophy behind the Ecko Unlimited brand and have an impact on popular culture within their region. The story connecting all the ads revolves around the transformative power of character, individuality, passion, and struggle in overcoming adversity and achieving success.

“The ad campaign will underscore the multi-cultural diversity of the Ecko brand,“ says Alberto Verdi, head of Marc Ecko Enterprises International Division, “while leveraging the current sea wave of the triumph of determination in the journey to success. Circumventing a broad variety of obstacles, each of our featured artists and athletes illustrates how they are uniquely ‘unlimited’.”

WHAT IS THE CAMPAIGN ABOUT? AND THE GOAL OF THE VIDEOS !

*The goal is to create a compelling series of viral videos and a print campaign featuring international artists with major Ecko influences
*The campaign will enhance the multi-cultural diversity and universality of the Ecko brand, with artists coming from different artistic / athletic & cultural backgrounds from all around the world
*Highlight the “Unlimited” side of the artist selected
Unlimited: without limits, unexpected, extreme, further than ever before, breaking boundaries, no restriction, no control
*Enhance the multi-cultural diversity of the Ecko brand and Take the audience on a journey

INTROUDUCING FROM THE MIDDEL EAST, GCC and NORTH AFRICA:
DJ LETHAL SKILLZ




Lethal Skillz is the undisputed heavy weight people’s champion in the genre of Turntablizm in the Middle East, GCC and North Africa, heavy in the game since the mid eighties. Lethal Skillz, also known as the PhonoSapien Monk of da 3rd World, has managed to maintain his longevity in Hip-hop for over a decade by cutting all Dj’s that choose to appear in his path heads off, and living up to his name by keeping it fresh, thus holding down Arabia on his own as a Dj, turntablist and producer.

Skillz entered Hip-Hop in the mid eighties with nothing but a broken tape deck for a sword, elevated himself to become a swinger of almost every piece in the arsenal of music, and earned himself the title of Terror-Wrists by binding vinyls, turning suicidal. Scorching Arabia with fire by exposing every hot Arabian Emcee and fusing Hip-Hop with oriental Arabian culture and tradition, Lethal Skills was the first Arab Dj to translate the Turntablizm art form to Arabic and is pushing it across the 3’rd World; Lethal Skillz is nothing short of a Legacy in the making.

The “I am unlimited” Video was filmed in over 10 different locations, with Lethal Skillz wanting to channel the Message of: Music Unites the World. He keeps it true to the street / Hip Hop code as you see him playing and mixing in the street, with the koffeyya around his neck, smoking the shisha ( hubbly bubbly). He showcases the dark side and the struggle through the barb wires, and the fusion of the arts through the Arabic Graffiti inside an alley… and of course you can’t do oriental without the belly dancing!!

Skills produced this exclusive soundtrack especially for the “I am Unlimited” video, to mix oriental music with a fresh new beat so that we can show how music from across the world can mix simultaneously and bring people together.

MAKE SURE TO VIST THE WEB SITE :
http://www.ecko.com/unlimited
or http://www.youtube.com/watch?v=SBhs9Sp09UE&feature=channel_page for DJ LETHAL SKILLZ video

I AM DJ LETHAL SKILLZ
I AM UNLIMITED