YOUNG THUG x
UO/
To launch a new unisex line of clothing with Urban Outfitters, Calvin Klein needed to make some serious noise. The solution: negotiate a multi-functional contract with gender-fluid rapper Young Thug, including his placement in the season’s advertising campaign.
EXCLUSIVE CONTENT ACROSS CHANNELS
The partnership included an extensive content strategy to exist online, through social, and even a limited edition zine — all amplified across CK and UO brand channels.
‘A COMPLETE FRENZY’ AT RETAIL
The collaboration was announced during SXSW — first with a meet up outside the Urban Outfitters flagship store in Austin, which DJ Khaled announced through his channels that afternoon. The streets were overwhelmed with consumer eager to see the animated DJ, but were in for a surprise when he announced that buses were lined up to shuttle consumers to a surprise performance by Young Thug.
BACKSTAGE WAS WHERE IT’S AT
There was more in storer for the consumers lucky enough to have been in the right spot and the right time: a full line up of talent was slated to perform. Khaled, Twin Shadow, and Aluna George each had their chance to take the stage and warm up the crowd, before Young Thug delivered a blow out performance for the intimate crowd.
And while this was happening, a full photo shoot was backstage, capturing exclusive content the would role out across social the following day in support of the limited edition collection.
