Bleacher Report wants to capitalise on the buzzy rise of streetwear culture embodied in brands like Supreme.
Two years ago, Turner-owned Bleacher Report launched B/R Kicks, an Instagram account devoted to athletes and their shoes. Today the account has 1 million followers and is followed by stars like LeBron James, Kevin Durant, and Justin Timberlake. Now, Bleacher Report is trying to make B/R Kicks into a full-fledged business, starting with its first event, The Drop Up, December 7, which will mimic the limited-edition product release drops that streetwear brands use to build hype for their products.
At the free event in New York City’s Chelsea neighbourhood, sneakerheads can gawk at a new shoe being dropped by Adidas; learn how to personalise their shoes from shoe customizers Mache and Ubiqlab; and buy T-shirts and hoodies from B/R Kicks and other brands, among other activities. In addition to Adidas, sponsors are Levi’s, Chivas, and Twitter.
The event comes as media companies are scrambling to diversify their revenue away from digital advertising. The emphasis on B/R Kicks follows a similar build out of House of Highlights, Bleacher Report’s NBA-focused Instagram account. To Bleacher Report, streetwear coverage is a natural extension of its coverage of sports through the lens of culture.
Click here to read more about B/R’s move into streetwear.
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