Eight Strategies for Incorporating Streetwear Culture into Live Events
Once considered a subculture, streetwear has evolved into a multimillion-dollar industry that has infiltrated the mainstream. Born from the California surf and skate scene, it now also encompasses elements of sportswear, hip-hop and even haute couture, giving luxury fashion a run for its money. Streetwear culture isn’t just influencing fashion; it’s making its mark on live experiences, too. Indeed, most event marketers have become all too familiar with merchandise “drops”— decidedly hyped-up retail events during which limited-edition capsule collections are unveiled and typically sell out within hours. But you don’t have to be a retail brand to tap into this trend. Check out the following strategies for leveraging streetwear culture to engage consumers.
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Since the Overwatch League’s inaugural season wrapped in July, New York City’s professional esports team the NY Excelsior (NYXL) wanted to create something special for its fanbase at the end of the… LOGIN Please contact [email protected] if you are unable to login. Forgot Password?
Multisensory Moments, Product Drops: Inside Reebok’s First ComplexCon Exhibit
With its steal-worthy product drops out of a box truck built into the exhibit, bright a/v concepts, multisensory elements, retro colors and infusion of archival content, Reebok made a bold debut at… LOGIN Please contact [email protected] if you are unable to login. Forgot Password?
Experiences Over Advertising: Arizona Beverages Discusses its 25th Anniversary Pop-up
To celebrate its 25th anniversary and reward customers for their brand loyalty through the years, Arizona Iced Tea created a Great Buy 99 pop-up retail shop in the SoHo neighborhood of Manhattan where… LOGIN Please contact [email protected] if you are unable to login. Forgot Password?
adidas Skateboarding and Journeys Elevate Action Sports at the Inaugural ‘Destination San Diego’ Event
adidas Skateboarding and longtime retail partner Journeys have a history of leveraging music and art to connect with consumers, and on Aug. 11, the brands bolstered their efforts with the launch of Destination… LOGIN Please contact [email protected] if you are unable to login. Forgot Password?
Mtn Dew Kickstart Gives Fans Courtside Access at NBA All-Star Weekend
One might argue that NBA games are as much about who’s sitting courtside as they are about the live gameplay. That “courtside” piece of basketball culture inspired NBA sponsor Mtn Dew’s presence… LOGIN Please contact [email protected] if you are unable to login. Forgot Password?
Trolli Product Launch: James Harden, 10,000 Samples and Life-Sized Gummy Shoes
The partnership between Trolli and NBA icon James Harden has produced some pretty quirky live experiences in the past, and in February, the “weirdly awesome” candy brand and its star influencer… LOGIN Please contact [email protected] if you are unable to login. Forgot Password?
adidas Originals Democratizes the Streetwear Drop with Augmented Reality at ComplexCon 2018
Streetwear enthusiasts live for limited-edition sneaker drops, but the events are notorious for their painfully long lines and frustrating purchase procedures. Until, that is, adidas Originals changed… LOGIN Please contact [email protected] if you are unable to login. Forgot Password?
Four Strategies Citi Leverages for its Sound Vault Program
Many brands tout their live experiences as “once-in-a-lifetime,” but for diehard music fans, Citi’s Sound Vault platform offers the real deal. The program, now in its third year, provides cardmembers… LOGIN Please contact [email protected] if you are unable to login. Forgot Password?