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Urban Cowboys

These trailblazing marketers know how to appeal to young, street-smart buyers.

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

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

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

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