PASS THE ROC founder Jarrod Greene expands basketball brand with purpose and philanthropy

Jarrod Greene is the epitome of the credo “to whom much is given, much is expected.” Today, Greene, president and CEO of the PASS THE ROC basketball clothing brand, continues to build a company rooted in empowerment, athletic culture, and community service.

PASS THE ROC Blends Apparel and Philanthropy

Greene said PASS THE ROC aims to do more than sell basketball apparel. Instead, he uses the brand to give back to people in need.

“PASS THE ROC is about empowerment,” Greene said. “There are two sides to the brand: the clothing brand that represents athleticism independent of any other brands and the philanthropy side where we give back. It is a for‑profit company, but there is another side that will be not‑for‑profit.”

Early Life and Entrepreneurial Roots

Greene was born and raised in Jersey City, New Jersey. From an early age, he knew he wanted to achieve great things. His parents instilled a strong work ethic and entrepreneurial mindset.

“My father was very instrumental in teaching me how to work,” Greene said. “He actually grew me into being an entrepreneur by default.”

After high school, Greene was expected to attend business school or trade school. However, watching his father work hard pushed him to become his own boss.

Corporate America Was Not the Right Fit

Although Greene worked in the traditional job market, he struggled with the environment.

“In corporate America, you deal with certain people and their attitudes,” he said. “I never excelled there because I always had a certain mentality. I’m not going to let somebody push me over or talk slick to me. That always resulted in reprimands or dismissals.”

PASS THE ROC Launches and Expands

Nevertheless, Greene formed PASS THE ROC in 1994 and officially launched it in spring 2003. During its early years, the brand’s basketball gear appeared in 400 to 500 stores across the United States. PASS THE ROC also secured distribution deals in Europe and Spain.

Pass The Roc Logo

“For two years, PASS THE ROC made $5 million in business, which was relatively small but still an accomplishment,” Greene said.

The Meaning Behind 1891

PASS THE ROC apparel features the year 1891 for a historical reason.

“1891 was the year basketball was invented by Nai Smith,” Greene said. “The brand adopted the year as our symbolic year of inception, which makes PASS THE ROC the official basketball outfitters.”

Greene noted that not even Nike or other major basketball brands used that concept.

Recession Challenges and Personal Hardship

Up until 2008, Greene continued to grow PASS THE ROC. Then, the recession hit and affected him personally and financially.

“I had to get back in the workforce and do what I had to do,” he said. “I’m an independent contractor doing sales for Verizon. This allows me to invest back into PASS THE ROC.”

Greene currently has no financial backers. “I’m doing all this by myself,” he said. “Revenue from everything I do helps fund PASS THE ROC.”

During this period, Greene also experienced homelessness.

“I’ve been evicted. I stayed in my car and slept on street blocks,” he said. “I know what it feels like to not have food. All of this helped build my character.”

PASS THE ROC Relaunches With New Vision

Kenny Anderson – Pass The Roc

Since bouncing back, Greene has developed major plans for PASS THE ROC. In December, the brand held a relaunch party attended by 100 to 250 supporters, including legendary veejay Ralph McDaniels of “Video Music Box.”

Greene plans to host brand launches in New York City, Los Angeles, Atlanta, and Las Vegas.

He is also planning a mobile restaurant to help disadvantaged families in Hudson County and a reality show about running the brand through his Greene Paper Dreams production company.

A Legacy of Giving Back

Greene credits his late mother for shaping his compassion.

“My mother was such a giving person,” he said. “She had a big heart.”

Athleticism, empowerment, and philanthropy remain the core values. Greene hopes to enter the first quarter of 2014 with excellence and renewed purpose.

He also emphasized the importance of giving back to Jersey City.

“There are celebrities from Jersey City who don’t come back to help,” Greene said. “No matter how big I become, I will never be that person.”

Greene said he is not seeking praise. “I want to share my success and make PASS THE ROC global.”

For more information about PASS THE ROC, visit www.passtheroc1891.com and www.roc2rise.com.