The SCA site is part of an integrated campaign effort to leverage the core values of the S. Carter Brand - Sports, Style and Music - to the Jay-Z fan and S. Carter consumer.

Users must first pass an interactive entrance exam to familiarise themselves with S. Carter and RBK brands. After passing, they are then allowed access to the academy, where they'll learn S. Carter values in Music, Sports and Style. Progress is tracked throughout the site and a dynamic AIM icon is present for the consumer to brag about once they've attained pre-set levels in the SCA. Entrance exam answers for judging: Roc, Marcy, Nets, Black, Black, Urban, 2003, Simon.