Matt BrittonFounder & CEO powering AI-driven consumer insights

Building an Authentic Brand

Name: Building an Authentic Brand
Uploaded: 2018-10-17T03:11:44Z
Channel: Matt Britton
Description: A short first-person anecdote describing how a sneaker endorsement with Adidas developed organically. The speaker explains the endorsement grew from…

17 Oct 2018

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A short first-person anecdote describing how a sneaker endorsement with Adidas developed organically. The speaker explains the endorsement grew from genuine enthusiasm for the product (fans holding up Adidas at a game), which led Adidas executives to propose a deal and collaborate on a branded sneaker line. The speaker emphasizes authenticity as the reason for the partnership's success.

We weren't wearing Adidas to get an Adidas endorsement. We loved the sneaker. You know, it ended up being like my Heinz ketchup. You know, it's like for them, they were happy. We were screaming very loud their name. And, you know, the managers ended up connecting with Adidas to tell them what's going on that you should come see. And I remember being at the Garden and telling everybody to put the Adidas up in the air. And one of the top executives there came and said, I want to do a deal. And then we ended up doing the Adidas deal and creating our own line, some sneakers called Cadillacs and different stuff like that. And, you know, it wasn't in our mind that we were trying to do it. And that's what I'd make sure that some of these people that just go out and just do things, it'll get. They'll smell it out and say, that's not authentic. But for us, it was, you know, comes from our heart.