KICK-STARTING AN INTERNATIONAL PARTNERSHIP
Red Bull’s Culture team mandated Right Formula to explore opportunities with brands to become a global partner and enhance the visibility of Red Bull BC One, the pre-eminent worldwide breakdancing competition.
With the announcement by the IOC of breakdancing being shortlisted for inclusion in the Paris 2024 Olympics, Red Bull wanted to significantly ramp up the visibility of BC One and engage with new global audiences through credible and authentic brand partnerships.
Our objective was to find an endemic brand that was a natural fit in the world of breakdance, music and street culture.
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We strategically researched and shortlisted a selection of potential partners ranging from sectors including urban apparel, consumer electronics, travel and DSP’s that already had a strong affinity with the BC One demographic.
After 12 months of discussions, creative proposals and negotiations, we successfully delivered the Global Partnership between seminal DJ brand Technics and Red Bull BC One.
Technics and Red Bull BC One will be activating both digitally and on the ground at events around the world, delivering bespoke content around the evolution of the hip-hop and breakdance scene over the past 15 years and Technics’ integral role in the journey. The collaboration will also see the manufacturing and release of a range of limited edition Red Bull BC One Technics SL1200MK7 decks.
Hiroki Azuma, Technics Chief Creative Officer
5 Riverlight Quay, Nine Elms Lane, London, SW11 8DXCompany Registration Number: 06969725
Tel: 0208 057 9955| firstname.lastname@example.org