TikTok, the world’s leading destination for short-form mobile videos, will launch its first global marketing campaign across the world with UNIQLO, the global brand for clothing apparel. The #UTPlayYourWorld campaign starting on June 25 invites users to share their creative, authentic and inspiring moments wearing their favorite UNIQLO UT outfit.
UT is UNIQLO’s special collection of Graphic T-shirts matching current styles with pop culture influences. The UT brand encourages self-expression and has rolled out numerous crossover editions with trending artists, cartoon characters, and many other renowned brands throughout seasons and years.
Through TikTok’s fully immersive and interactive content experience, the #UTPlayYourWorld campaign creatively channels the brand philosophy of UNIQLO UT – “Wear Your World”. By allowing users to capture and share their own “UT moments”, TikTok provides an opportunity for users to express their creativity and allows the brand to build an affinity with a wide range of audiences.
The in-app challenge lasts till July 11. TikTok creators in US, France, Japan and Taiwan will have a chance to win the Grand Prix – winning videos will be played on monitors in UNIQLO stores around the world. The final winners will be announced between July 12 and July 19.
The #UTPlayYourWorld campaign is a first-of-its-kind to engage a new and influential generation of consumers through a novel format in the form of attention-grabbing, vertical user-generated content. As a platform celebrating diversity and creativity, TikTok has become a preferred destination for users to express themselves through their videos.
Masaki Nishida, VP and Head of Monetization, TikTok Japan, said: “TikTok empowers everyone to be a creator directly from their smartphones and is committed to building a community by encouraging users to share their passion and creative expression through their videos. We see a huge opportunity for brands to connect with today’s generation and expand their reach by embracing the native, natural and creative form of content on TikTok. We are excited to support the #UTPlayYourWorld campaign and look forward to continuously supporting the global creative community in the future.”
Step 2 – Wear your favorite new UT To be eligible for the selection of winners, creators need to wear UT shirts that are sold at UNIQLO stores or the UNIQLO.com e-commerce site during the 2019 Spring/Summer season (from January 2019). USA: https://www.uniqlo.com/us/en/ut-graphic-tees
Step 3 – Select the music “#UTPlayYourWorld” and film the video * Submissions with other music can be made, but will not be considered for the contest.
Step 4 – Post your video with the hashtag “#UTPlayYourWorld“ * Posts set to private mode will not be considered for the contest.
Step 5 – Follow the UNIQLO official TikTok account (ID: @uniqlo.tiktok) to receive notification of winner announcement
17-piece collection will be worn by some of the biggest names at this summer’s tournament.
Fashion designer Stella McCartney has once again joined forces with adidas, this time to launch a tennis collection.
The range – which consists of 17 pieces – will be worn by some of the big names taking part in this summer’s Wimbledon tournament including Angelique Kerber (pictured), Garbiñe Muguruza and Stefanos Tsitsipas, reported fashion business title Fashion United.
The collection includes a court dress and court zip tee for women, plus a tailored FreeLift construction for men.
The pieces were created using a range of methods and sustainable materials including dope dye technology – this creates less water waste by adding colour directly into the material mix at the initial stage of production – recycled polyester and Parley Ocean plastic, which is a material created from upcycled plastic waste intercepted from beaches and coastal communities before being made into yarn.
Adidas has signed a partnership with Italian company Marcolin Group to bring a new line of branded eyewear under The Originals collection.
The Marcolin Group has taken responsibility to design, develop, manufacture, market and sell eyewear products under the Adidas Badge of Sport and Originals labels until 2024.
“Today’s sportswear embraces and influences the entire fashion and accessory industry, and we are very excited to begin collaborating with a legendary brand like Adidas,” says Massimo Renon, chief executive officer, Marcolin Group. “This partnership represents a further milestone in our strategic view. We are adding an iconic brand to our portfolio, complementing our presence in the eyewear sporting goods industry.”
The new line of Adidas eyewear will take its inspiration from street culture, while staying loyal to the brand’s core values of creativity and authenticity.
Fans of the popular anime series in India have more reason to rejoice. Dream Theatre Pvt. Ltd., India’s foremost Brand Management and licensing Representation Company, has acquired the licensing and merchandising rights for Ninja Hattori in India. Ninja Hattori is a long-running and one of the most popular shows on kids television. The show airs on Sonic and is also available for viewing on Amazon Prime, Voot & Netflix, with a strong fan following across platforms. The Indo-Japanese co-production of the series has further strengthened the franchise making it one of the most viewed shows with multiple series.
The TV series revolves around a little ninja named Hattori Kanzo who befriends Kenichi Mitsuba, an average 11-year-old. The slice of life show revolves around the friendship between Kenichi and Hattori and how Hattori helps Kenichi with his daily trials and tribulations, setting a good example and abiding by him like a good friend. Dream Theatre has helped numerous brands across entertainment, sports and lifestyle establish and grow a licensing portfolio in India with comprehensive licensing programs. Dream Theatre will build and grow a diverse portfolio of Ninja Hattori apparel, back to school, home, personal care, food, promotions and technology to cater to Ninja Hattori’s massive and ever-growing audience in India.
Talking more about the association, Jiggy George, Founder & CEO, Dream Theatre Pvt. Ltd., said, “Ninja Hattori’s immense and long-standing popularity makes it a stand out show in India for kids and we are thrilled to work with the brand to grow the franchise in the licensing realm. We aim to bring a fresh approach and create an effective multi-faceted multi-category program focused on authenticity, availability, and accessibility.
Mr. Daniel Horiguchi, Senior Director Global Business Division from Shogakukan-Shueisha Productions Co., Ltd added, “We are excited to have Dream Theatre as our licensing partner in India and are confident that with their wide expertise and knowledge, Ninja Hattori will emerge as one of the most successful licensing programs in India. ”
Digital platform company TheMaven pre-paid Authentic Brands Group (ABG) $45 million against future royalties as part of a 10-year licensing deal for Sports Illustrated’s digital and print editions.
The pact, which comes just weeks after ABG purchased Sports Illustrated from Meredith Corp. for $110 million, gives TheMaven rights to the brand in the U.S., Canada, Mexico, Ireland, Australia and New Zealand, with much of focus expected to be on the magazine’s digital assets.
These include Sports Illustrated TV, a high-definition sports network available in 11 Asian countries as part of a joint venture with ASN Ltd. TheMaven formed Sports Illustrated Media, which will be headed by TheMaven board member and former Los Angeles Times publisher Ross Levinsohn.
ABG keeps the rights to license the brand for consumer products and events such as those surrounding Sports Illustrated’s swimsuit issue, says an ABG spokeswoman.
The fate of the print editions, which include Sports Illustrated for Kids, hasn’t been settled and could potentially involve Meredith publishing the magazines on a contract basis. At the time of the Sports Illustrated sale, Meredith, which acquired Sports Illustrated in buying Time Inc. in 2017, was to continue operating the website and publishing the magazine under a licensing pact with ABG.
As part of the agreement, ABG also gets stock warrants to buy up to a 10% stake in TheMaven. ABG also will pay TheMaven a share of revenue from Sports Illustrated businesses not included in the license, such as consumer products.
TheMaven, was founded in 2016 by James Heckman, who also co-founded Rivals.com, a constellation of college recruiting websites, before selling it to Yahoo. , having expanded last year through the acquisitions of content sites HubPages and The Say. It also bought TheStreet last week for $16.5 million.
The Jordan Brand has partnered with soccer club Paris Saint-Germain for a fashion collaboration inspired by the athletic team.
The collection focuses on the theme of community by channeling the vibrancy of the city of Paris and the club’s fans. The Jordan Brand is expressed through graphics inspired by the Air Jordan VI and the iconic infrared color scheme.
In addition to apparel, the Jordan Brand x Paris Saint-Germain line features four footwear releases including Jordan VI, Jordan I low and versions of the new Jordan Mars 270 and Jordan Havoc React.
“Jordan Brand and Paris Saint-Germain share a distinct position in sport and style, so to partner with the club is a natural fit,” says Michael Jordan, brand owner.
In a genius innovation of sorts, Colgate has tied up with Mattel & Viacom to offer kids a fun accompaniment to alleviate the boredom of brushing their teeth and “make brushing fun”.
While the sand-timer has been around for ages, re-purposing it as a combo with a toothpaste brand is certainly novel idea. As a father of a 4 year old, i can attest to the same! The proposition is pretty simple, you buy a 60 gm pack of Colgate toothpaste and get a 2 minute timer FREE.
There are 2 characters lending their pull to the campaign – the affable duo Motu Patlu & the evergreen Barbie.
The early 2000s were some great years for the hip-hop scene. “In Da Club” by 50 Cent was on the airwaves, every piece of oversized apparel was available in the color baby blue and everyone who was anyone owned at least one tracksuit.
Cut to 2019 to find 50 Cent spending more time as an entrepreneur than writing rhymes, tracksuits decaying at thrift stores and clothes fitting better than ever. Yet, as so much has changed in the last 20 some-odd years, a few things have held steady including the clothing brands we wear.
Hop into any store, and you’ll see plenty of clothing labels that will make an older Millennial’s heart flutter. Brands such as Starter and Champion are adorning retail outlets with new lines coming out each year. So much of this array of what-is-old-is-new-again retail nostalgia is the direct result of smart licensing deals and collaborations.
To illuminate why old school brands are thriving in 2019, we need to take a look at some key industry moves from FUBU and Baby Phat. Nostalgia and smart business decisions from both brands have led to a boom in licensed gear or fashion collabs for the pair.
FUBU: From Pastel Jerseys to Slim-Fit Suits
FUBU launched in the early 1990s as a hat company with a hip-hop flair. By 1999, the brand had added apparel and shoes to its collection and was earning nearly $500 million in revenue.
Jump to the mid-2000s, and the brand was forced to reshape how it operated to compete for consumer dollars. The first thing on FUBU’s agenda: on-brand licensing deals. FUBU partnered with The Brand Liaison to uncover possible licensing deals and began outsourcing the label to begin offering other types of apparel and accessories including eyewear, suits and watches. This push toward licensing was done with the belief that maintaining the brand’s original vision was essential for success.
Carlton Brown, cofounder, FUBU, told Licensing International that the key for FUBU was to avoid oversaturating the market with collaborations that didn’t make sense.
Our goal is not to be distributed as much as before, and while we have to turn a profit, we don’t want to be oversaturated,” Brown said. “We want to maintain some kind of exclusivity. We were oversaturated before, and we really had to re-evaluate how we wanted to come out this time. That means doing short runs and keeping low inventory or no inventory at all.
Baby Phat: Taking Back a Brand
Baby Phat was a crucial player in the women’s fashion scene in the early 2000s. Led by model and entrepreneur Kimora Lee Simmons, the brand found success in the era by putting a focus on fitted apparel and accessories. By 2003, it was earning nearly $300 million in revenue as a subsidiary of Phat Fashions and the Kellwood Company.
The brand stumbled during the mid-2000s in the face of a dire economy and changes in style. In 2008, a significant stake in the Phat brand led to a complete reorganization and the ouster of Lee Simmons as creative director.
The brand was out of sight over the last decade until earlier this year, when Lee Simmons brought the brand back and announced a full relaunch of Baby Phat. A mixture of Lee Simmons’ guidance, nostalgia and smart partnerships are seeing the brand come back to life. Under the direction of the label’s creator, Baby Phat has hit store shelves as part of a collaboration with Forever 21, and much more is on the way.
Hate it or Love it, These Brands Are Here to Stay
Both FUBU and Baby Phat are sustaining success through shrewd business deals and an understanding of the cultural zeitgeist. Much like Jay Z post-retirement, the brands have reinvented themselves for a new generation and identified smart ways to stay relevant for modern consumers. So, while you might call it a comeback, remember they’ve been here for years.
It’s been a hectic day 1 at Music Inc 2.0 – the second edition of a conference on the business of music curated by loudest.in, backed by effervescent entrepreneur Anurag Batra from the Exchange4Media Group. The day started off with a few missteps on the technical front, but once the show was on the road…the music played on.
After the initial pleasantries were done, it was the turn of the Dharavi Dream project to work their magic on the mics in the form of beatboxing and B-bopping.
It was then the turn of industry veteran Neeraj Roy (CEO – Hungama) to take the stage and share his thoughts on the music business along with some fairly illuminating stats like while the consumption of music in India is high (in the post Jio era), it still pales in comparison to a much smaller country like the Philippines. Also, India is currently ranked #15 in the world and is likely to move into the top 10 by 2022. India has 150 million active music streamers, 250 million if you include YouTube.
One epic stat shared by Neeraj was that “lyrics” as a term is the #6 searched term on the internet, even ahead of “sex”. Could this be because of the number of young ‘uns or oldies online? That’s anyone’s guess.
Some of the other gems Neeraj shared which would seem pretty obvious are that Indians prefer to “view” their music v/s “listen” to their music, Bollywood to be blamed for that!
Next up was a panel discussion moderated by Qyuki co-founder Sameer Bangara on “Creative Entrepreneurship in the music business”. He was joined on stage by a few influencers like Prajakta Koli, Aaquib Wani, Nirmika Singh and Tej Brar who shared their opinions on how to manage your brand on social media over a longer period of time. Apart from ingredients like determination, vision, and hard work, everyone agreed that “doing what you LOVE” irrespective of monetary gain is of utmost importance.
Deeper issues of managing #mentalhealth and getting family support or lack of it and how that plays out in the journey of a creative entrepreneur also made for great content.
Up next was a keynote by proud-to-the-hilt Bandra boy/Blues man and chairman of FountainheadMKTG Dentsu Brian Tellis who shared his views on how to build GREAT intellectual properties. When Brian speaks you listen! Unfortunately his slot was just before a free lunch so everyone made a beeline for the buffet! But Brian worked the mic as a seasoned DJ would. He sculpted a great blue print for developing successful intellectual properties and showcased pet projects like Aadyam and the Mahindra Blues Show as examples of accomplishments that not only their company but the country at large should be proud of.
while the former has fired up the local theatre circuit, the latter is on course to building a truly global IP made in India.
Post the free lunch it was back to the business of music. The next panel discussion on technology, data and design was helmed by veteran marketer Lloyd Mathias and the panelists shared some valuable insights on the tech surrounding the music and how critical it is to sustain a healthy ecosystem.
Tarun Katial, CEO, Zee5 was deserted by his panel and chose to go solo. He shared some of his insights on how the music business and creators specifically could be more relevant to the OTT business by focussing on creating quality content and recognizing its value by not offering it for free on platforms like YouTube. He also mentioned that great opportunities exist in for cinematic music, documentaries even pure-play musicals. Unfortunately, he spoke to an almost empty room because he was on the wrong side of an ad break, proving that Zee5 should have made the event an SVOD one!
One of the most interesting panel discussions of the day was the one on “how to grow your music business”. There were many entrepreneurs and musicians in the audience who wanted to understand how to protect their copyright to get their music out to the masses. Mandar Thakur assured everyone that while the laws exist to protect copyright, the sheer difficulty of implementing the same on the ground was where the tension is as the police have to grapple with great limitations. Shreyas Srinivasan (from Insider.In) inresponse to an audience question about how to crack it in the music business he stated his simple 3 step formula: Step 1: Email your song to 1000 family & friends. Step 2: Post it on Spotify/Amazon/Apple Music and get them to buy it. Step 3: Get 10000 listens/sales. After that you dont need to do anything else!
That seemed to be the simplest and logical advice from a panel to the audience which contained a mix of high brow corporate executives on the one hand and hungry content creators on the other.
But the last word remained with another veteran of the music biz Mandar Thakur (COO, Times Music) who said “Don’t forget the streaming business was started by a pirate!”
After an action-packed Day 1, everyone including myself was looking forward to Day 2 with speakers from Spotify and panel discussions around Music’s involvement in Sports, Advertising, Tourism and etc. Like a hungry scribe, I arrived as early as I could, whipped out my mobile and started Live tweeting. Little did I know I would end the day having interviewed an Itunes-chart topping musician & being among the first few to view The original Gully Guy Vivienne “Divine’s” journey (which by the way is a must watch for everyone with a dream of making it in this business!)
Kicking off the day was the MD of Spotify India – Amarjit Singh India. He spoke very passionately about Spotify’s mission to give ALL musicians a level playing field and apart from monetization also help creators improve their craft using their global platform.
Some pretty stunning stats – Spotify has 100 million users (no mention on the India base) and has thus far paid back 10 Billion Euros to artists in terms of royalty.
But what Spotify is known for the ability to curate content at humongous scale through playlists. More than 3 billion of them!
He also spoke about Spotify’s continuing efforts to foster greater creativity amongst established and aspiring musicians through its “Creator” program.
Session #2 on understanding the Indian consumer/ smartphone insights/streaming and consumption moderated by @roochay from @Outdustry Manoj Dawane Founder, @VTIONMedia, Gautam Raj, Founder & CEO @Hubhopper Tony Kakkar, Artist, and Anita Nayyar, CEO, @HavasMedia
Some of the insights shared:
Gautam Raj felt that “VOD is not in competition with podcasts. Both can exist together”. He confessed to being a podcast addict himself who sometimes sleeps with his headphones on. Mr. Manoj Dawane compared the current situation of handset, content, and bandwidth to that of Brahma, Vishnu & Maheshwara trio being in place and hence ripe for the revolution in content consumption. Anita Nayyar felt “Brands need to work more with creators to deliver smarter solutions to the audience on mobile” While commenting on the attention economy that we live in, Manoj Dawane quoted Reed Hastings CEO of Netflix by saying “Our only competition is sleep” He also advised musicians, creators, and marketers to map their consumers journey during an average day to figure appropriate interventions. Commenting on the readiness of the Indian consumer for podcasts Gautam Raj said the country already ticks a lot of the key boxes – 2nd highest commuting time in the world, 2nd largest mobile base in the world, bandwidth, the highest number of ethnicities, etc. In final comments – Anita Nayyar commented that great content is what gives her goosebumps and brings a tear to her eye. Gautam felt that podcasts need to die a horrific death to end the isolation. It is all-inclusive and needs to be treated so. Manoj Dawane felt that niche is the new mainstream.
This was followed by a keynote “Relentless story of Raftaar in conversation with film critic & entertainment reporter Rajiv Masand.
Rajiv did a good job of trying to give us a peek into the mind of the man that has got the nation grooving to his music. Raftaar was his usual unapologetic best. Asked about his opinion of being on the sidelines of Bollywood for no fault of his, he said it didn’t really affect him as his music and the fans are what kept him going. He also touched upon the softer side of the artist and his message for struggling musicians. Of course, what’s a chat with Raftaar without some Rap!
Panel #3 was on feeding the superfan appetite | Sports x Music
The session was moderated by veteran event producer Ravi Krishnan (Stepathlon Lifestyle Pvt. Ltd.) who was joined on stage by panelists Lydia Buthello EVP Brand Experience and Events, Star India, Jiggy George Founder & CEO Dream Theatre (and Head, Licensing International, India), Indranil Blah, CEO, Mumbai City FC, Vivek Nayer, CMO, Mahindra & Mahindra & Mohit Joshi, MD, Havas Media.
Ravi kicked off the panel by commenting that India’s become a more diverse country in the last 10 years! He also asked panelists to weigh in on how they were using music to drive engagement among fans, especially during offseason? Mohit Joshi asked the audience to recall the last sports anthem apart from Chak De and Bar Bar from Lagaan. Jiggy commented on how Mojostar had launched brand Prowl with Tiger Shroff and released it in tandem with T-series and saw it accumalate over 40 million views within a short span of time which helped induce trial of the brand. Indranil Blah too spoke about the fact that despite Mumbai not being a very football-centric city they had managed to engage a large active base of fans through music. Vivek Nayer spoke passionately about M&M’s continuing efforts in Formula 3 to use music and fuse it with experiential marketing to deliver their brand message & how it’s been paying rich dividends.
After this, we took a break to have a fireside chat of our own with musician Tejas who serenaded the audience with some of his original compositions. Take a listen.
We then caught up with VJ/DJ & Festival Director Nikhil Chinapa for his fire-side chat “Cult to Cash” with Nirmika Singh, Executive Editor, RollingStone India. Nikhil didn’t need much baiting before declaring that NOBODY in the live events business in India is making money! No LIVE event can claim to be ticket positive and hence the need for sponsors. He urged fellow festival organizers to stop lying to their sponsors about ticket sales and focus on building the infrastructure. He opined that it was unfortunate that while people were willing to spend top $ to go see concerts like Tommorow Land abroad and the like, they weren’t willing to falk out a few thousand rupees to watch world-class acts in their own backyard. His authenticity has to be complemented and we wish more industry folks were as candid as he was!
But the piece de resistance was, of course, the arrival of superstar rapper and inspiration for the Bollywood smash-hit “Gully Boy” “Divine” who even enthralled everyone with an extempore performance.
Following which the lucky few of us were treated to the premiere of “Gully Life” THE STORY OF DIVINE. As I said earlier I didn’t know i would end the day in tears but I was so moved by his story and the way Akshat Gupt, Co-Founder, Supari Studios & his team have brought it to life (it was a labor of love which started almost 18 months back!) Kudos to them. Unfortunately, no Redbull was being served, but Divine’s energy was more than enough!
Huge thanks to the team at Loudest.in & Exchange4Media for inviting IndiaLicensingPost.com & Licensing International to the event. We are sure the music business will be better for it!