Nike’s Web3 community platform, .SWOOSH, collaborates with Fortnite to offer a virtual experience, ‘Airphoria,’ rewarding players with digital sneakers. This strategic partnership will bring the .SWOOSH platform to Fortnite's substantial audience, with over 240 million active users in the past month alone.
What's New:
The collaboration, 'Airphoria,' involving Nike, Fortnite creator Epic Games, and branded game builder Beyond Creative, offers players the opportunity to win the 'Air Max 1 '86 Back Bling' cosmetic in-game asset. To qualify, players must spend a minimum of 10 minutes on the designated Fortnite island between now and June 27. Additionally, linking their Epic Games and Nike accounts during the 'Airphoria' period allows players to claim an "Achievement" on the .SWOOSH platform.
Why It Matters:
This partnership marks a significant milestone in the convergence of the digital and physical worlds, as well as the continued integration of blockchain technology into mainstream applications. Nike's endeavor underlines the potential for brands to leverage Web3 platforms and gaming ecosystems to reach a wider audience and offer novel experiences.
Why You Should Care:
The collaboration encourages users to engage more deeply with both platforms, offering first access to a future .SWOOSH Air Max virtual collection for those who link their Epic Games and .SWOOSH accounts. These integrated experiences provide potential for greater user retention and engagement, benefiting both the game and the brand.
Moreover, this partnership indicates a growing trend of brands leveraging the virtual realm for marketing and engagement. With .SWOOSH's recent release of a non-fungible token (NFT) sneaker collection, 'Our Force 1,' which exceeded $1 million in primary sales, Nike's digital expansion is demonstrating promising potential.
In addition to the Fortnite partnership, Nike has also revealed plans to broaden its digital footprint across other video game platforms. A recent partnership with EA Sports aims to introduce .SWOOSH's digital creations to the EA Sports gaming ecosystem, further exemplifying Nike's ongoing strategy to explore and embrace the possibilities of digital and blockchain technology.
Credit: CoinDesk (Perper) (https://www.coindesk.com/web3/2023/06/20/nike-brings-swoosh-to-fortnites-240m-users-with-airphoria-virtual-experience/)
'Only a Dogg knows a Dog'
Snoop Dogg X Petco Collaboration
In an innovative venture, Petco has joined forces with hip-hop legend Snoop Dogg for an all-new pet care campaign. This collaboration unveils "Petco Picks by Snoop," encompassing toys, treats, and grooming products, coupled with exclusive social content revealing candid moments of Snoop Dogg and his pets. This partnership takes a playful twist with Snoop Dogg personifying a Doberman Pinscher in the campaign’s initial advertisement, paying homage to his 1993 hit song "Who Am I? (What’s My Name)?"
What's New:
Petco's latest campaign, created in partnership with Snoop Dogg, is an entertaining amalgamation of products and social content. “Petco Picks by Snoop” features a unique range of pet care items, including toys, treats, and grooming supplies. Simultaneously, Petco is offering exclusive behind-the-scenes footage capturing Snoop Dogg's personal reflections on being a dog owner, adding a personal touch to the campaign.
Why It Matters:
With Americans spending approximately $136.8 billion on their pets in 2022, a 13.2% increase from the previous year, this partnership comes at a crucial juncture in the pet care market. By combining Snoop Dogg's widespread appeal with the quality and reputation of Petco's products, the company aims to tap into the pet owners' demand for high-quality, compelling deals on pet products and services.
Why You Should Care:
This campaign is a prime example of an inventive, holistic marketing strategy that aligns a company's offerings with a prominent figure resonating with the target audience. Petco’s collaboration with Snoop Dogg highlights the potential for leveraging celebrity partnerships to enhance brand visibility, engage a wider audience, and amplify product appeal.
Credit: CNBC (Zhan) (https://www.cnbc.com/2023/06/14/petco-collaborates-with-snoop-dogg-in-new-pet-care-campaign.html)
Pharrell Williams Debut as Louis Vuitton's Men's Creative Director
Pharrell Williams, the newly appointed Men's Creative Director at Louis Vuitton, made a grand debut in Paris at an extravagant runway show set against the golden checkerboard backdrop of Pont Neuf bridge. With a star-studded audience including Rihanna and Kim Kardashian, and a post-show concert by Jay-Z, Williams's debut brought a fresh and appealing touch to the brand, tapping into a cryptopunk aesthetic.
What's New:
Pharrell Williams, taking the helm of Louis Vuitton men's creative direction after the late Virgil Abloh, showcased his first collection at an opulent runway show held at Paris' historic Pont Neuf bridge. His collection drew from the brand's archives, presenting a broad mix of styles ranging from tailored to sporty. Some standout pieces featured the house's traditional checkerboard pattern, reimagined in a pixelated camo motif that echoed recent trends in cryptopunk aesthetics.
Why it Matters:
This grand debut underscores the luxury brand's shift towards presenting itself as a "cultural brand," where music, culture, and travel take the center stage alongside fashion. With over €20 billion in annual revenues, Louis Vuitton is signaling that its brand goes beyond fashion, using Pharrell's collection as an embodiment of this transition.
Why You Should Care:
Williams's appointment and the direction of his debut collection provide a glimpse into the future of Louis Vuitton, a brand that is increasingly intertwining itself with broader cultural trends and movements. His take on the iconic checkerboard and monogram motifs indicate a potential shift towards incorporating contemporary aesthetics, such as cryptopunk, into future designs. This new approach suggests that fashion brands might need to continue evolving their identity and style to stay relevant and appealing to the culturally-conscious consumer of today.
Credit: BOF (Flaccavento) (https://www.businessoffashion.com/reviews/fashion-week/pharrell-williams-debut-louis-vuitton-menswear-spring-summer-2024/)
BIP Takes Licensing Expo Vegas by Storm!
As part of the vibrant community present at the Licensing Expo in Vegas, we, at BIP, had the opportunity to introduce our innovative licensing marketplace to an exciting array of brands, licensors, and licensees. We're truly grateful for this experience and the chance to contribute to the evolution of the licensing industry. Let's dive into our experience at Licensing Expo Vegas.
What's New:
We were thrilled to share our vision at BIP, providing a platform that connects brands and licensees in a more efficient and seamless way. We aimed to create an interactive environment, fostering relationships, and offering opportunities for discovery and growth across various industries. The positive reception of our user-friendly interface and forward-thinking tools reminded us of why we're so passionate about what we do, and we're looking forward to continuing our journey in the licensing realm.
Why It Matters:
Being a part of Licensing Expo Vegas reinforced our mission to bring a transformative approach to the licensing industry. We believe in the power of bridging the gap between brands and licensees, enabling them to unlock their full potential and expand their horizons. Our platform's comprehensive features, including the advanced search capabilities, personalized recommendations, and streamlined deal-making processes, aim to enhance the way licensing partnerships are established.
Why You Should Care:
As part of this rapidly evolving industry, we understand that brands, licensors, and licensees are always on the lookout for new opportunities and avenues for growth. At BIP, we strive to be that avenue. Our platform provides a unique space to connect with potential partners, identify emerging trends, and navigate the licensing landscape with increased ease. We're committed to providing the tools and resources necessary for your brand to thrive and are excited to see how these collaborations within the BIP community will shape the future of licensing.