If you don’t know about The Cut Life by now, wake up! It’s one of the largest online communities in celebration of short hairstyles. One of my greatest friends in life (Tahira Joy) is a co-founder and she hosted an event to kick off a partnership between RICH Hair Care and multi platinum artist Rick Ross.
Ross was one of the key influencers who helped Reebok re-enter the sneaker conversation and provided a lot of momentum for the brand. Brands typically look for personalities that are a bit softer and predictable but when you interact with Ross you get why he’s become a hit with brands.
I remember finding out about an in-store signing for one of his album about an hour before it started. The location wasn’t far and I decided to do a last minute scramble and figure out how to get Reebok involved. After reaching out to some contacts at his label I brought some product to the event, re-introduced myself to Ross and let him know I’d like to distribute Reebok product on behalf of him and the brand. He agreed. We got some brand alignment going -- he signed a few brands, took some photos, and we even kept a signed pair to use for an online promo with another retailer.
Another time I found out Ross had a video shoot with supermodel Jessica White. I connected with stylist to the stars Kellye B. When I got there, Jessica was getting her hair done in between takes. She seemed to recognize me even though we’d only met once before (haha, it was genuine though). We chatted for a bit. I gave her the sneakers I had in her size. She took some pics and shared them on social media. Ross got there a bit later, we connected again and I let him know I had product. He introduced me to everybody, did some shout outs, took some pics, and we got some more engagement for the brand.
Rozay has amassed a decent portfolio of endorsements. His audiences seem to receive the partnerships and support the initiatives. Based on our interactions, here are some of my takeaways on why it's worked so well.
Optimal brand champions like Ross :
- Engage the brand outside of their commitment
- Take an active interest in the brand’s success
- Display authentic interaction with product and audience
- Utilize their celebrity for amplification
- Develop relationship past endorsement
- See the bigger picture
I'll dedicate a later post to becoming a brand ambassador. For now, let me know what you think about Rozay's Bawse Branding.