NEW YORK — Accustomed to barraging customers with ads and commercials, a few athletic labels are toning down the feverish pitch to try their hand at viral marketing.
The concept of creating a buzz by word-of-mouth instead of blatant branding is not revolutionary, but it is new territory for some. Last month, Reebok announced its plans to roll out Rbk by Diane Von Furstenberg, a collection the designer developed for tennis star Venus Williams, without any Madison Avenue fanfare. Aside from creating a special label, the company has no plans to plug the new collection in a typical multimillion dollar campaign this summer.
Issa Rae stopped by WWD's NYC headquarters to talk about season two of "Insecure," which premieres this Sunday on HBO. Click link in bio for all the details. #wwdeye (📷: @jgreenery; Styled by @mayteallende)
A Stella McCartney sketch of a custom dress made from protein-based silk in partnership with biotech lab Bolt Threads. The dress will be displayed at The Museum of Modern Art's upcoming design exhibition, "Items: Is Fashion Modern?"