Bleacher Report, the leading voice for Gen Z and Millennial sports fandom and culture and Chinatown Market, one of today’s foremost streetwear brands, are partnering to launch an original video and podcast series with At Will Media that will take a look at the hottest names in streetwear design and culture. The three part series titled “Friends and Family”, will lend a fresh voice to those driving marketplace trends, while serving as a dynamic promotional vehicle for B/R Kicks’ annual celebration of street style, art and culture — The Drop Up. It will mark the first collaboration between both companies and a unique blend of content and commerce targeting passionate and highly-engaged communities. Packaged by audio production house At Will Media, the podcast is a co-production of Bleacher Report, Chinatown Market and At Will Media.
The series will explore the stories and artistry of streetwear, the influencers it resonates with, and the designers who create it. A celebration of street culture, stories will be told through the lens of Chinatown Market’s founder and CEO Mike Cherman as well as other designers within his company. The show will feature guests from the “streetwear” universe including rapper Lil Yachty, founder and CEO of Lyrical Lemonade and music video director, Cole Bennett, and Phoenix Suns small forward Kelly Oubre Jr. The series will also showcase limited apparel merchandise on each episode that will become available for sale.
Bleacher Report’s B/R Kicks brand is today’s defining voice in sneaker style on the courts, sidelines, streets, and stages. It is followed by the likes of LeBron James, Kevin Durant, Justin Timberlake, Devin Booker, and Dwyane Wade. B/R Kicks’ The Drop Up, open to the public on December 13, gives its highly-engaged community access to a number of activations including the chance to win exclusive prizes, listen to panel conversations from top influencers, vote on the “Sneaker of the Year”, capture socially shareable moments, and customize clothing in collaboration with Chinatown Market. Sponsors for this year’s event include Amex, StockX, Showtime, and 1800 Tequila. A partnership with the MTA will provide thousands of branded subway cards to consumers making them eligible for exclusive giveaways at the event.
The Drop Up will also give attendees the opportunity to give back by donating new and gently used sneakers to “It’s From The Sole”, a non-profit organization collecting and giving shoes to homeless communities in New York City and around the world.
“Chinatown Market is one of the hottest streetwear brands in the marketplace today and, much like us, is continually looking for new ways to innovate, reach consumers, and build community,” said Ed Romaine, chief marketing officer Bleacher Report. “By leaning into each of our strengths, we will create an authentic content and a live event experience that will lift both of our brands and help define the trends that will propel the industry ahead.”
“To be able to work with two creative brands both with extreme consumer loyalty and hyper engaged fanbases is the dream of any content producer. A project as dynamic as this one is proof that consumer engagement is becoming more and more multidimensional and podcasts are leading the charge,” said Will Malnati CEO and Founder of At Will Media.
About Bleacher Report
Bleacher Report is a leading sports media brand reaching more than 200 million hyper-connected millennial and Gen Z sports fans each month through distribution of premium content. It is the #1 sports brand driving engagement and video views across all social platforms and the Bleacher Report app, while fueling offline engagement through unparalleled experiences that blend sports with culture. Bleacher Report has a portfolio of brands that includes House of Highlights, B/R Football, B/R Kicks, B/R Gridiron, and B/R Betting, delivering customized content that caters to the unique passions of its fans across its owned and operated channels and world-leading social platforms. Bleacher Report is a division of Turner Sports, which provides it access to premium live content from the NBA, Major League Baseball, NCAA Division I Men’s Basketball Championship, and the UEFA Champions League and UEFA Europa League. Find Bleacher Report on the industry-leading Bleacher Report app, www.bleacherreport.com and on Instagram @BleacherReport.
About Chinatown Market
Chinatown Market was started by Mike Cherman in 2016 with just one t-shirt at ComplexCon. The vision, after spending years in the NY streetwear world was to bring inclusivity and DIY culture to a closed-off and exclusive ecosystem. The products at Chinatown blend innovation with nostalgia and the social/content initiatives for the brand treat fans like friends in their process rather than consumers. even going live weekly on IG to have them help design with the brand. Chinatown also applies this DIY culture to partnerships with everyone from Converse who they developed a hugely successful color-changing shoe with, to Puma who they have built a global design education initiative with, all the way to Spongebob and Conan O’Brien who they have developed widely successful content initiatives and product offerings with. The brand is now sold globally online and at 500+ retailers from Urban Outfitters to Galleries Lafayette in Paris and Harvey Nichols in Dubai.
About At Will Media
At Will Media is an award-winning, full-service media production company with offices in Manhattan and Los Angeles. With several decades of combined experience in storytelling and sound design, we set the pace for the podcast industry as a partner for branded content and hub for successful and critically acclaimed originals. Partners and clients include Amazon, Animal Kingdom Films, Netflix, GQ, Hearst, Morgan Stanley, Town & Country, Viacom, The Clinton Foundation, and 1 Hotels.