I guess being the best at what you do means you gotta hire a whole gang of lawyers.  It seems like every time you turn around, Jay-Z or one of his many assets is under legal fire for this and that.  The latest: a copyright infringement lawsuit filed against Rocawear who claims the label infringed on its intellectual property by using the slogan, “I Will Not Lose.”

As you’ll very well remember Rocawear made headlines with the “I Will Not Lose” campaign that featured famous faces like Ciara giving short accounts of how they refused to lose in their assent to the top.  The campaign was highlighted by an ad featuring the wife of Sean Bell which created some controversey in and of itself here and elsewhere.

The “I Will Not Lose” slogan is an ode to Jay-Z’s 2001 single “Change the Game” but according to Allhiphop.com, Reggie Tucker, CEO of I Will Not Lose, LLC, says he filed the lawsuit after he made several attempts to settle the matter out of court last year. The company’s Sept. 18 Georgia Northern District lawsuit seeks to extort an undisclosed amount of damages for trademark infringment.  A quick look at their site and you’ll see “They Will Not Win.”  They’re hustling bread and its sad. 

If you read Highbrid Nation daily (like you should) you’re probably wondering, wait wasn’t Rocawear sold to Iconix Brand Group back in March for $204 million?  Well I’m no lawyer but according to the lawsuit, the plaintiff is able to file the suit against Jay because of the accepted belief that he still figureheads the line’s product development, licensing, and marketing despite the sale.  (I’ll have to check with our attorney on that and get back to you.  Be on the lookout for an update)