By  on July 16, 2014

Ecko Unltd, owned by Iconix Brand Group Inc., is banking on its next ad campaign to rev up interest from its target Gen Z market. The brand, best known in the late Nineties and early 2000s as a hip-hop line, is putting a heavy focus on resurrecting its business and re-creating its overall image. Ecko will be returning to J.C. Penney Co. Inc. stores next week after an absence of several years.

“This is our first foray post-Seth Gerszberg and Marc Ecko,” said James Ling, vice president of marketing for the men’s division of Iconix. “We’re trying to freshen it to that 2.0 level. We’re going after that 16-year-old consumer who didn’t know what Ecko was growing up but is now discovering the brand.”

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