Chivas X Balmain Collab
Two icons come together.
Partnership Strategy | Content Creation
The Challenge
Generate hype and awareness with the H.U.S.T.L.E Generation for the Chivas x Balmain collab.
The Work
A 360 activation covering assets created for OOH, BVOD, Influencer & Social as well as experiential to promote the launch of two limited product drops and a capsule collection.
The Role I Played
I led the cross-functional team, working with the product, PR, experiential teams and agency Hypemaker, while overseeing the direction for how we launched and communicated the collab. I created a strategy around taking cues from streetwear drop culture, to build hype around how we released the two products we were launching. We adopted the thinking of a luxury fashion house in how we spoke about it and visually represented through the fashion lookbook style assets briefed and created with Hypebeast’s agency Hypemaker.
The Impact
Launched October 2021.
Initial coverage is showing this to be one of the biggest launches in the brand’s history, generating coverage and hype in outlets usually off limits for Chivas. Drop 1 of the product has already sold out, with Drop 2 expected to follow as it reaches a wider audience at a lower price point.
