Connecting brands with newsmakers.

 

ENTERTAINMENT

SPORTS     BRANDS     SOCIAL IMPACT     PARTNERSHIPS

DJ KHALED

FYI strategized a roadmap to position Grammy-nominated music mogul, actor and best-selling author DJ Khaled as a pop culture icon and the leading face of social media having tactfully aligned him with leaders in pop culture including Barack Obama and Bono, to turning his organic love for brands into partnerships, along with aligning him with global organizations, (Red) and Get Schooled / Viacom to lead social impact campaigns.

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JHENÉ AIKO

FYI has built the 3x Grammy nominated, best selling author of poetry, and multi-platinum recording artist Jhené Aiko’s brand by creating a platform for her in the arts, fashion and philanthropy spaces by aligning her with leading global designers and social impact organizations including the Get Schooled #PennysPen campaign to being the face of Peta and Humane Society. She has become a force in fashion with Alexander Wang, Christian Dior and Teva alliances.

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TRAVIS SCOTT

FYI has amplified Travis Scott’s brand by partnering him with multiple fashion icons which led to a Saint Laurent vinyl collaboration and aligning him with fashion photographers and designers to create dynamic content including limited edition collections with Helmut Lang, Barneys and Bravado.

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BIG SEAN

FYI brought seven-time BET Award winning, Grammy nominated superstar Big Sean’s album I Decided to life  in the media by amplifying his innovative and experiential marketing campaigns including the development of his Mogul Prep Foundation Tour and alliances with Puma and Dior.

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ANDERSON .PAAK

FYI positioned 3x Grammy nominated artist Anderson .Paak as a cultural phenomenon and worked to secure strategic partnerships, aligned him with leaders in the industry, and positioned him  as the breakout artist of 2016. Watch NPR Music Tiny Desk Concert Here

 
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STEVE AOKI

FYI amplified Grammy-nominated EDM mogul Steve Aoki with today’s leading tastemakers and positioned his Business of Aoki as a growing empire by crafting innovative campaigns around his music, lifestyle and countless brand partnerships including Asics, Vision Street Wear, Zumba, and Belaire Champagne.

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SPORTS

ODELL BECKHAM JR

FYI strategically positioned Odell Beckham Jr. as an NFL icon and fashion phenom by aligning him with fashion world elites including GQ,  Vogue, CFDA, and world renowned photographer Mario Testino to curating relationships with global fashion houses.

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RUSSELL WESTBROOK

Since 2012, FYI has positioned the 2017 NBA MVP, Russell Westbrook, as a fashion icon by aligning him with top tier media and the leading fashion community in NY, Paris and Milan. Westbrook’s brand has expanded to include a multi year partnership and first athlete to ever have his own Westbrook XO brand at Barneys which included multiple capsule collections. He recently launched a Rizzoli book titled Style Drivers, making him the first ever athlete with a coffee table book. Already the face of Jordan Brand, we continued to curate relationships with high-fashion brands including his own products  with Tumi and Byredo.

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AMAR'E STOUDEMIRE

FYI established a leading narrative for life after basketball for six-time NBA All Star Amar’e Stoudemire, positioning him as a multifaceted pop culture icon having invested in projects, clothing lines, films, and writing Scholastic children’s books. We used his passion for art curation and secured him as Global Ambassador for Sotheby’s and amplified him as a global business man by launching his S.T.A.T Academy curriculum at Harvard University, his “Stoudemire Wines” brand, participating in Forbes Summits and launching the Amar’e Stoudemire Peace Camp in Jerusalem. Watch his “In The Paint” Series with Sotheby's Here.


VIDEOS

Amar’e Stoudemire  Sotheby’s - Watch Here
Amar’e Stoudemire X Forbes - Watch Here
Amar’e Stoudemire “In The Paint” - Watch Here

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MIKE TYSON

FYI was able to successfully reposition Mike Tyson’s career by transitioning his legacy in a positive way and effectively aligning him with key media outlets including GQ, Rolling Stone and Vanity Fair, amplified his brand with appearances on Larry King Live and The Oprah Winfrey Show.

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MARTELLUS BENNETT

Patriots tight end Martellus Bennett aligned with FYI to create and execute compelling campaigns that helped build awareness for his charity efforts as well as his entrepreneurial skills. We worked with Jumpstart and Bennett to place him as an official literacy champion for Jumpstart’s ‘Read for the Record'. Bennett also appeared at Forbes’ 30 Under 30 conference and served as a noted speaker on developing personal brands. Watch Forbes Under 30 Summit Here.

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  BRANDS

GAP LOGO REMIX

FYI launched the unprecedented GAP Logo Remix campaign during the 2018 Grammy’s which celebrated the massive collection with a cast of the world’s leading culture remixers including original music by Metro Boomin. We crafted a viral, disruptive multi tier campaign surrounding each cast member which resulted in millions of media impressions. Watch commercial Here.


PRESS

Harper’s Bazaar - Read Here
The Cut - Read Here
Mic - Read Here
New York Times - Read Here
The Wall Street Journal - Read Here
Vogue - Read Here
ELLE - Read Here

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BANG & OLUFSEN

FYI launched the iconic brand Bang & Olufsen B&O Play and DJ Khaled collaboration and created a media campaign around the Living Room Tour digital series featuring music icons Carlos Santana & Wyclef Jean.

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PUSHA T X ADIDAS

Hip-hop veteran & President of G.O.O.D Music record label Pusha T joined forces with Adidas to launch four annual sneaker collections: The King Push EQT, Running Guidance ‘93, Grayscale and Bodega Babies. Each year, FYI brings this brand to life by leading strategic media campaigns, art exhibits and disruptive installations.


VOGUE VIDEO PERFORMANCE

Pusha T talks Adidas Originals EQT at Art Basel - Watch Here

 

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ROC 96 - THE 20 YEAR
JAY-Z LEGACY

In honor of the 20th anniversary  of Jay-Z’s classic debut album Reasonable Doubt, FYI curated the launch of the 20 year legacy brand with art installation pop up shops including  Jay Z’s 1996 Marcy Projects apartment and the remake of iconic D&D studios in Soho where the album was recorded. The brand collaboration relaunch was a cultural moment with ready to wear collections like Madeworn X Roc 96 exclusively for Barneys and Revolve Clothing and attracted leading celebrities and media including Rihanna, Vogue, and GQ. Watch video Here.

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SWATCH GROUP

For over five years, FYI worked with Swatch as the US agency of record  to strategically build brand presence by relaunching the iconic brand with acclaimed artists across a variety of leading fashion and media outlets. Positioning the brand as a leader through cultural events, art exhibits and store openings, Swatch was consistently seen in leading fashion and lifestyle media. We opened 10 stores nationwide with premiered collaborations including Uma Wang, Japanese artist Hideaki Kawashima, Jeremy Scott, Kidrobot, and Moby.

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BRAVADO X TRAVIS SCOTT

FYI worked closely with Travis Scott and Bravado to create a cultural frenzy in the media around his collaborations, capsule collections and surprise pop up shops including a 3 city unique pop-up art experience in New York, Los Angeles, and Houston creating results with lines out the door and sold out merch in this multi-pop culture moment.

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STYLE DRIVERS BY RUSSELL WESTBROOK

FYI built a comprehensive brand building fashion strategy for the Rizzoli Publishing launch of  Russell Westbrook: Style Drivers, a collection of style inspo, images, and text celebrating his iconic style and making him the leading athlete in the pop culture conversation. This included book signings that perfectly merged fashion and books from Barneys NY to Barnes & Noble events to creating a coveted cultural moment where Westbrook was the first athlete to be interviewed by Fern Mallis for the iconic FASHION ICONS event series, reinforcing him as a fashion icon.

 

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SOCIAL IMPACT

ENTERTAINMENT     SPORTS     BRANDS     PARTNERSHIPS

OBAMA ADMINISTRATION WHITE HOUSE

FYI partnered hip hop megastars DJ Khaled and Pusha T with the Obama Administration to help change policy by providing creating a pop culture pipeline through social media culture with affordable health care and My Brothers Keeper initiatives. DJ Khaled used his platform to encourage people to sign up for ObamaCare and both teamed up with other top music acts to discuss positive mission of Obama’s mentorship campaign.

 

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(RED) x DJ KHALED

FYI partnered DJ Khaled with (RED) for a multi year role as the organization’s first social Brand Ambassador creating national headlines each year as their premiere ambassador. He hosted the first ever (RED) SNAPATHON' on World Aids Day to raise awareness around the AIDS fight and the Amazon Red take over in 2017.

 

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PUSHA T X PRISON REFORM

FYI helped Pusha T raise awareness on prison reform and mass incarceration through speaking engagements and social impact campaigns including #SchoolsNotPrisons and #MySentence and aligned him with political leaders and influencers such as Barack Obama, Ava Duvernay, Senator Tim Kaine, and Hillary Clinton. Watch Prison Reform PSA Here.

 

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JUMPSTART

For five consecutive years, FYI worked to build the Jumpstart brand, powered by Pearson Foundation, brokering new alliances and building campaign programming ranging from American Eagle, Golden Globe winning actor Mary Louise Parker, Justin Bieber, Vince Vaughn and LL Cool J. Programming included reading events in multiple cities nationwide, National Read For The Record Day and a TODAY SHOW takeover each year with the re-release of American classics featuring celebrity forwards such as Very Hungry Caterpillar, Corduroy and Little Engine that Could.

 

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GET SCHOOLED

FYI partnered with Get Schooled as agency of record  to plan and execute social impact campaigns around our clients’ passions and launch of albums including DJ Khaled’s award winning Keys To Success campaign, French Montana’s “We are the Dream” campaign helping undocumented immigrants in the United States attain higher education, Jhene Aiko’s #PennysPen writing campaign on the heels of her Trip album launch encouraging youth to write, and 21 Savage’s financial literacy “Bank Account” campaign for Issa Album.

 


French Montana “We are the Dream”

Jhene Aiko #Pennyspen

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FRENCH MONTANA X GLOBAL CITIZEN

FYI built multi-platinum recording artist French Montana’s brand as a global humanitarian by advocating for maternal healthcare having ideated the launch of the viral Mama Hope #Unforgettable campaign surrounding his Jungle Rules album, which lead to the expansion of Suubi Health Center which, through the fundraising of $500,000 led by Montana, now provides 300,000 women access to safe child birthing health care. Montana further expanded his Pan African health and education movement into Morocco and became the first rap ambassador of Global Citizen. Watch Social Impact Video Here.


French Montana is a True Global Citizen

French Montana Unforgettable Campaign

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PARTNERSHIPS

ENTERTAINMENT     SPORTS     BRANDS     SOCIAL IMPACT

TUMI X WESTBROOK

After years of religiously using a Tumi toiletry bag as an essential item for NBA game days, FYI secured Russell Westbrook as the face of Tumi's "19 Degree" collection with a docu-style commercial about his love for OKC, with a release of Westbrook’s own limited edition travel collection available at Tumi stores worldwide. Watch Here.

 

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SAINT LAURENT X TRAVIS SCOTT X COLETTE FRANCE

FYI collaborated with 12on12 and Flaunt Magazine to align Travis Scott with Saint Laurent for an unprecedented vinyl collaboration co-curated with creative director Anthony Vaccarello that exclusively launched on the last day of business for Colette in Paris with an in store appearance and performance leading to a global playlist on Apple Music curated by Vogue. Watch video Here.

 

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PALMERS LOTION X DJ KHALED

FYI partnered DJ Khaled with Palmer’s Cocoa Butter Formula after his viral Snapchat video showcased his love for the brand, leading to the launch of his own digital commercial campaign and standout capsule collection featuring three products plastered with the DJ's best catchphrases.

 

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ALEXANDER WANG

FYI has curated influential moments through multiple partnerships with Alexander Wang having collaborated on campaigns with Jhené Aiko, Pusha T and Tyga and creating original narrative content and performances with Desiigner and Travis Scott around the #WANG10 launch.

 


Travis Scott X Alexander Wang X Vogue

Travis Scott X Desiigner X Adidas Originals by Alexander Wang

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