bǝrō Collections
It’s pronounced “borough”, by the way.
The Ask
Launch a private label rooted in the spirit of American sportswear, that brings bespoke, elevated, and collaborative apparel to Brooklyn Nets fans.
The Work
New brands need an identity and a unique entry point, especially in retail. My job was to give bǝrō a voice, while working with my team to establish something for the upper echelon Nets hypebeast. Together, we built the brand strategy, infrastructure, voice/tone, descriptions, and of course, supported the brand every step of the way.
The Output
- Launch Collection featured Ethan Hawke and garnered 284K impressions, 7.8K engagements, and 95.4K video views which drove $10K total sales (in-store + ecomm) on release, 12/20 vs. the New York Knicks.
- Our second collection (Nic Claxton Collection) was built around starting Brooklyn Nets center, Nic Claxton, and garnered 339.1K impressions, 19.3K engagements, and 42.7K video views which drove $3.2K total sales (in-store + ecomm) on release, 3/31 vs. the Los Angelos Lakers.
- Marketing assets distributed across Brooklyn Nets social channels, email, and OOH.
- Vogue Business wrote this piece for some Earned Media.
- I wrote the fun words you see below (ad read for YES Network included), as well as concepted our brand strategy (alongside my wonderful boss, of course).
