Urban Cowboys

These trailblazing marketers know how to appeal to young, street-smart buyers.
Magazine Contributor
1 min read

This story appears in the July 2005 issue of Entrepreneur. Subscribe »

With minority buying power now topping $1 trillion, companies are scrambling to reach a segment of that population known as "urban "--a blend of blacks, Hispanics and whites who embrace hip-hop style.

"We knew corporate departments didn't have the resources we had to reach this group," says Carl , 40. He and Damon Haley, 39, left marketing jobs at and to form Urban Marketing Corp. of America in in 1999.

Nike hired them out of the box to find new ways to promote its products. UMCA created a special event for Nike--a basketball where street players competed for the title and DJs called the action. More than 500 people attended. Nike was thrilled, and more corporate clients soon followed, pushing 2004 to $10 million.

UMCA's latest project? Promoting Paramount Classic's hip-hop drama Hustle & Flow, with Terrence Howard and Anthony Anderson, premiering in July.

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