Beats & Bytes: SXSW in NYC

In Beats + Bytes by Matt Voyno


The holiday rush is here! I can’t believe it’s December already, and we know what this season means. A mad rush to the stores both virtually and in person.

As more and more consumer excitement is building, one of this year’s top MVBs (most valuable brands) is becoming clear. This brand smartly integrated with music by partnering with artists like Pharrell, A$AP Rocky and Kanye. Even with no artists attached their product is selling out, flying off the shelves, creating Jordan-esq lines and leaving the Hypebeasts of the world anticipating every drop.

Of course I am speaking of the longtime creators and embracers of culture, the footwear giant Adidas. With Adidas it’s not just about A-list artists, they have also done a fantastic job of embracing local influencers.

This weekend I hit up an Adidas yoga event where they partnered with Y7, a fun yoga studio that creatively blends Hip Hop and Yoga Flow. It’s building a great following with it’s taglines like Tribe Called Sweat & #WeFlowHard

The event was at a boxing gym down in Tribeca. We had this charismatic yoga experience set to dope music and at the end of the class, boom, they surprised us with a performance by Dej Loaf from inside the ring.

Adidas smartly integrated like minded brands into the event such as my favorite BK juice spot Grass Roots Juicery to round out the experience. It felt like a SXSW type stunt but on a random Sunday in NYC.

This is the type of partnership that wins for everyone. All the brands involved got to expand their base and collaborate for a truly unique afternoon yoga experience that left consumers surprised, delighted and thoroughly engaged.



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