Dive Brief:
- Athletic apparel retailer Finish Line has formed a partnership with the hip-hop trio Migos where the group will take the creative lead on marketing initiatives, using themselves as well as other social influencers, according to a press release.
- Migos will assume creative control over the style and theme for upcoming product shoots, direct the vision on the production set and will connect Finish Line with the band's fan base through curated posts on the accounts of its three members, Quavo, Offset and Takeoff.
- The collaboration is a new approach for the retailer, according to Paul Diehl, senior director of content, social and consumer trends at Finish Line. He said Migos understand today's culture and what is important to Finish Line's target customer.
.@migos T H E F I N I S H L I N E W A Y #migosxfinishlinehttps://t.co/zlf5XLBWBc pic.twitter.com/X2d4vGHyXp
— Finish Line (@FinishLine) August 24, 2017
Dive Insight:
The partnership between Finish Line and Migos shows a marketer taking a more integrated approach to celebrity ambassadors beyond simply having them promote a brand online or in TV spots. The retailer is essentially turning the group, known for massive hits like "Bad and Boujee" and "Versace," as well as its distinctive fashion style, into a guest creative and production team, on top of serving as social influencers.
And Migos' work might be able to resonate with some of Finish Line's target audience, coming straight from a source that has a number one album, BET awards and a growing fan base. The idea is novel, and Finish line is clearly hoping it connects, promoting news of the partnership on its social channels, YouTube page and blog.
Finish Line isn't the only brand to turn over creative projects to hip-hop musicians lately. Earlier this summer, Chipotle brought on Wu-Tang Clan's RZA to build a digital composition tool where the chain's 51 ingredients were turned into sounds and visuals fans could use to create their own 360-degree experience.
