The definition of today's urban consumer has clearly evolved, outgrowing many of the preconceived notions of what urban is. Contrary to popular opinion, nearly four in ten (39%) Urban Hustlers live in suburban areas and (35%) of the group are white. No longer confined to a demographic living in inner-city ZIP codes, the Urban Hustler, at nearly 20 million strong, has come to represent a specific mindset born out of the unique energy, creativity and diversity of America's urban centers - closely connected to Hip-Hop, ethnically diverse with aspirations to succeed and a shared set of passions.

One of the aspirations of the Urban Hustler is to live the American Dream. The American Dream says through hard work, courage and determination, one can achieve prosperity. Urban Hustlers are committed to make America's dream their reality. They are using their talents, interests and passions to earn wealth, fame and respect, and they're changing the world in the process. For example, while their urban predecessors drove the sneaker market by their desire for the hottest shoes, today's