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Kevin Durant is one of the latest public figures to lend a helping hand to the cannabis space. However, instead of cashing in like other celebrities, he’s more focused on a plan to destigmatize the industry. Earlier this month, the Brooklyn Nets player and his investment firm, Thirty Five Ventures, in addition to its sports media network, Boardroom, inked a multi-year deal with cannabis e-commerce company Weedmaps — dubbed the “Yelp for pot.” The inclusive collaboration will reportedly combat the many misconceptions around cannabis and advocate for its legalization. Moreover, the new partnership includes a sponsorship deal with Boardroom that will help advance the conversation around athletes’ use of cannabis and its wellness properties that can be beneficial for recovery. In addition to that, Boardroom will also work with Weedmaps to produce an original content series, which is tentatively slated to debut in 2022. “Now more than ever, there is so much opportunity for growth in the...
A$AP Ferg is giving back to the unsung heroes of New York City by spotlighting local mom-and-pop corner stores. According to Variety, the Hip-Hop star took note of how the COVID-19 pandemic was affecting the plight of the city’s independent corner stores, so he teamed up with Snapple to develop a merchandise line and raise money for them. Funds raised from the partnership will reportedly go toward the Bodega and Small Business Group (BSBG) — a Hispanic organization that helps support small business and bodega owners located in New York. “As a native New Yorker on the pulse of music and art, A$AP Ferg was the perfect creator to collaborate with on this initiative,” Katie Webb — Keurig Dr Pepper’s vice president of brand marketing — shared with Variety. “It’s an authentic partnership that gives back to Snapple’s roots and highlights the enduring culture of New York City.” In addition to raising money, BroBible reports that Ferg also worked alongside Snapple and director Shomi Patwary...
Two NBA stars are teaming up for a one-of-a-kind brand partnership to revolutionize the cannabis market. Today, Viola — the largest Black multi-state cannabis operator in the nation — announced its latest brand partnership with NBA legend Allen Iverson that will span cannabis, product, and merchandise. Founded by NBA vet Al Harrington, Viola plans to make this new alliance an industry-leading and scalable collaboration. Iverson previously got a chance to get a glimpse of the growing process behind the Viola brand. After witnessing its full-scale operation, dedication to the cannabis plant and minority participation as well as ownership in the industry, he knew the partnership was meant to be. “I’ve had a lot of people approach me with business opportunities, but this one with Al was different,” Iverson said in a statement. “After seeing how devoted he is to this business, and him educating me on how beneficial the plant is, it just felt right. I’m excited to be a part of it....
A$AP Rocky is adding yet another creative title to his resume. The Harlem rapper has reportedly been named the first-ever guest artistic director of PacSun in which he will be overseeing designer collaborations, brand campaigns, in-store activations as well as supporting launches in both the Pacsun DTLA and Soho stores, a press release reports. For the next 18 months, Rocky will be responsible for driving a “new wave of premium streetwear and style” to the LA-based multi-brand retailer as part of his role. “Our community of customers is looking for something unexpected, that elevates their daily experience and lets them express their personal style. Nobody bridges the gap between high fashion and streetwear like A$AP Rocky,” Alfred Chang, co-CEO of Pacsun, said in a statement. “We are proud to welcome him to the Pacsun family and energized about making his ideas a reality that can be shared (and worn) by millions and lead a global style conversation.” Through this new partnership...
Camille Rose — one of the largest Black-owned hair-care brands in the U.S. today — is not new to mass retail partnerships, as it has existing relationships with retailers like Target, Sally Beauty, CVS, and more. After being in business for over 10 years, Camille Rose has announced today that it has scored its most distinguished partnership deal to date with Ulta Beauty, launching in both physical U.S. stores and online, according to Glossy. Retail Brew reports that after becoming the most-requested brand from Ulta shoppers, the retailer reached out to form the new partnership. “Ulta will heighten our awareness and provide a different consumer, one who may be more ingrained in the beauty experience,” founder Janell Stephens told the outlet. The news of this new partnership arrives after Ulta announced a grand diversity plan to do a bigger push behind Black-owned beauty brands and double the amount of brands stocked at its store locations. Similar to the retailer’s action plan, we’ve...
PepsiCo is partnering with NBA player and philanthropist LeBron James to launch a new kind of energy drink, according to a press release. MTN DEW RISE ENERGY has no sugar but it’s packed with nutrients to provide a mental boost and some immune support. The new drink was created to help people kickstart their mornings and conquer the day, a press release states. The launch of MTN DEW RISE ENERGY is the first installment in PepsiCo’s multiyear partnership with James as the company plans to expand on the icon’s wide range of work. “It’s important to me that I believe in the brands and products where I invest my time. When I first learned about the message behind the drink – the fact that every day is a chance to rise for all of us – that really resonated with me,” James said in a statement. “The ability to rise and find motivation to do more and be more every single morning is powerful. I’m excited about the opportunity to bring that to life through this partnership with PepsiCo.”...
Six-time Grammy-nominated artist Big Sean has tapped into his hometown roots to bridge the ultimate brand partnership. Just in time for the 2020-2021 NBA season, the Detroit Pistons announced that they’ve partnered with the Detroit native and named him as the organizations’ newly-minted Creative Director of Innovation. Pistons have named @BigSean their 'Creative Director of Innovation' They even made an office for him in the facility pic.twitter.com/YiLCbUvqcC — Bleacher Report (@BleacherReport) December 24, 2020 According to a press release, Big Sean’s new role will require him to offer “creative counsel and strategic guidance” on the Pistons’ various off-the-court initiatives — including team merchandise design, in-game experience, co-branded community, social responsibility activation, and more. Big Sean shared with The Undefeated that the idea for this authentic collaboration began years ago. “It was really something I threw out in the universe one day,” he said. “I mentioned...