How LL Cool J and a GAP Commercial Made FUBU Owner Daymond John an Instant Millionaire

Before he became a household name as the savvy investor on Shark Tank, Daymond John was just a young entrepreneur from Queens, New York, trying to turn his clothing brand FUBU (For Us, By Us) into a success. But it wasn’t until LL Cool J and a GAP commercial that everything changed — and Daymond John became an instant millionaire.

In the mid-1990s, FUBU was still in its early stages. Daymond John and his friends had been sewing hats and shirts in his mother’s house, hustling to get rappers to wear their gear for exposure. LL Cool J, who grew up in the same neighborhood as John, was one of the early supporters of the brand.

Then came a once-in-a-lifetime moment. LL Cool J landed a major national ad campaign with GAP, one of the biggest clothing companies in the world at the time. But instead of sticking to the script, LL made a bold move that no one saw coming — he wore a FUBU hat during the commercial and even slipped the line “For Us, By Us, on the low” into his rap.

The commercial aired nationwide, and millions saw it. Viewers thought the endorsement had GAP’s blessing — not realizing that LL had just pulled off one of the most genius marketing moves in hip-hop and fashion history. Overnight, people everywhere were talking about FUBU.

When GAP finally realized what happened, the ad had already run its course — and by then, the exposure had skyrocketed FUBU’s popularity. The brand’s sales exploded, and Daymond John suddenly found himself sitting on millions of dollars in orders.

That clever moment of cultural rebellion — a rapper promoting a streetwear brand inside a corporate ad — changed everything for FUBU and helped launch Daymond John into fashion history.

What started as a small dream from Queens turned into a global movement, and it all came down to a single commercial, a smart friend, and one unforgettable hat.