DTLR - Brand Book - 2023

who we STARTER AGES 13 - 17

• Strives to express individuality through fashion • Coordination of colors and brand names are not necessary

• Gravitates to more extreme looks • Prefers slimmer fitting clothes

e serve ALL-STAR AGES 18 - 26

HALL OF FAME AGES 27 & UP

• Self-aware/Open-minded

• Self-confident/Self-aware

• Learning to budget and spend their money

• Financially established

• Shops organically and purchases relatable items

• Less flexible/steadfast brand loyalty

our aud HER AGES 15 - 25 • Fashion forward

• Spends on key fashion items & beauty • Wants to look good even when she dresses casually

dience THE REAL MVP MOM

ROOKIE AGES 1 - 12

• Initial influencer of fashion choices within the household

• Alphas spend the bulk of their formative years immersed in technology

• Provides financial support for or contributes to children’s spending habits • Identity builder

• More socially connected • More visual than generations before them

OUR MISSION

Unite our passion for fashion, community engagement, entertainment and sports by differentiating our service culture that empowers our consumers to be their authentic selves.

75% of our door base are street locations

Pioneer

In The Streets

We are pioneers of the industry and lead urban lifestyle retail.

75% of our door base are street locations.

Community Inspired

Experienced, best in class management team delivering consistent results.

Meaningful street inspired fashion trends begin in the communities we serve.

One Stop Shop Diverse product offering that combines the latest and greatest brands in sportswear, streetwear, fashion athletics and accessories in a one stop high-energy shopping experience.

OUR VISION

Teamwork

Connected

who we are

Unique and unmatched consumer connection.

People and Culture

Intense focus on culture and staying active within the communities we serve.

“Strive to be the #1 Lifestyle retailer in the communities we serve.”

34

PENNSYLVANIA

32

ILLINOIS

27

MARYLAND

21

FLORIDA

19

OHIO

17

TEXAS

16

VIRGINIA

15

GEORGIA

14

MICHIGAN

13

NORTH CAROLINA

8

NEW YORK

6

MINNESOTA

5

CONNECTICUT

5

DELAWARE

5

SOUTH CAROLINA

3

WASHINGTON, DC

3

NEW JERSEY

2

WISCONSIN

2

ALABAMA

1

MASSACHUSETTS

1

MISSOURI

1

INDIANA

e r e h w r ve e s we DEMOGRAPHICS INFLUENTIAL CITIES ATLANTA

BALTIMORE

BOSTON

CHAR

Black 48.5% White 39.1% Hispanic 4.9% Other 7.5%

Black 61.8% White 27.4% Hispanic 5.7% Other 5.1%

Black 22.2% White 44.9% Hispanic 19.7% Other 13.2%

Black White Hispa Other

DALLAS

DETROIT

MIAMI

PHIL

Black 24.3% White 29.1% Hispanic 41.2% Other 5.4%

Black 77.4% White 10.6% Hispanic 8.3% Other 3.7%

Black 13.5% White 13.3% Hispanic 71.3 % Other 1.9%

Black White Hispa Other

250 LOCATIONS

21 STATES

+ WASHINGTON, DC 190 OF OUR STORE BASE ARE COMMUNITY LOCATIONS.

n 5+ MILLION w o we e th s 7+ MILLION t e e str INFLUENTIAL CITIES Pairs of Shoes Sold Per Year

Units of Apparel & Accessories Sold Per Year

RLOTTE

CHICAGO

CLEVELAND

k 34.7% e 40.5% anic 15% r 9.8%

Black 28.5% White 33.5% Hispanic 28.8% Other 9.2%

Black 48.7% White 32.2% Hispanic 12.7% Other 6.4%

LADELPHIA

RALEIGH-DURHAM

WASHINGTON, DC

k 40.1% e 34.2% anic 15.2% r 10.5%

Black 38.1% White 39.1% Hispanic 14.4% Other 8.4%

Black 44.1% White 37.3% Hispanic 11.3% Other 7.3%

Atlanta, Baltimore, Boston, Charlotte, Chicago, Cleveland, Dallas, Detroit, Miami, Philadelphia, Raleigh-Durham, Washington D.C.

KEY I-95 PLAYER

Total Employee count

gender

3,050 EMPLOYEES

51% 49% FEMALE MALE

57%

Generations in the work place

36%

6%

1%

AGES: 26 – 41

AGES: 42 – 57

AGES: 58 – 67

GEN Z MILLENNIALS GEN X BOOMERS 1997 – 2012 1981 – 1996 1965 – 1980 1955 – 1964 AGES: 10 – 25

ethnicity

80% 10% 5% 4% 1% BLACK

LATINO

MULTI

WHITE

ASIAN

Our mission is to create an environment of inclusion while making a difference in the communities we serve. Working collectively with organizations and programs that promote voting, education, health and activism to uplift and revitalize our communities.

SOCIAL STRATEGY The Dare To Live Right SCI plan allows us to hear and feel what OUR communities are facing, serving as an antenna that can immediately assist agencies, organizations, and individuals become more effective in their purpose.

• Supporting those creating an environment of inclusion to make a difference in our communities.

• Enhancing those designing programs that are created to uplift and revitalize neighborhoods within each community.

• Amplifying those engaging and galvanizing the community around voting, education, health and activism.

• Supplying resources to empower those who are positively impacting entire families of the communities.

FUNDING We fund our Community Outreach department with a small percentage of co-op support.

95%

DTLR FUNDED

5%

CO-OP SUPPORT

WHAT WE STAND FOR We pride ourselves in our ability to rapidly respond to the issues of our community with our 5 pillars. Our mission serves as a support tool with the agility to reach out to community stakeholders with a view to amplify other organizational missions that often align with ours. This ability leads to measurable change in reputation, reach and impact.

5 PILLARS

VOTING

•

Voter Registration Drives at Stores

•

Politicking App Partnerships

•

HBCU Candidate Forums

•

Community Fitness Club Support

•

Mental Health Programs at Schools

•

Community Produce Giveways

•

Fresh Food Youth Culinary Programs

•

School Incentive Programs

•

HBCU Scholarships

•

Parent Involvement Programs

•

Back To School Supply Giveaways

•

Holiday Giveaways

•

Community Cleanups & Beautification

•

Employee Volunteer Programs

•

Region Specific Drives/Giveaways

•

Homeless Prevention Programs

•

Violence Reduction Programs

•

Rehabilitation & Recidivism Reduction Programs

•

Diversity and Inclusion Program Support

Educating our communities about voting rights, obligations and protocols.

HEALTH

Increasing communication, education and awareness throughout our communities.

EDUCATION

Focusing on the education and success of future generations.

COMMUNITY Building and strengthening relationships amongst those we serve.

ACTIVISM

Developing future community leaders by providing a foundation of leadership.

DTLR Radio Informs customers, educates employees, and boosts sales using a blend of targeted in-store messages

our reach DTLR Radio airs in all of our stores, which welcomes nearly 30 million customers annually

Where we are DTLR Radio Studio locations are official stops for major label recording artists and celebrities on their promotional tours throughout Baltimore, MD, Washington, DC, Chicago, IL and Philadelphia, PA.

OVER 88,000 UNIQUE LISTENERS PER DAY

MALE Ages 17 - 35

FEMALE Ages 16 - 29

DIGITAL EXPERIENCE

$60 MILLION PROJECTED SALES IN 2023

BOPIS – Buy Online, Pickup in Store • View store inventory online • Same Day pickup • Ship to store from DC or store • Maximize inventory efficiencies

BORIS - Buy Online, Return in Store Endless Aisle – Buy in Store, Ship from DC or Store.

ROPIS - Reserve Online, Pickup in Store • Online raffle system replaces manual ticket system • Reserve local store stock for in-store purchase • Dual authentication for Loyalty and Raffle registration to prevent BOTS

Universal Gift Cards • Purchase in-store, redeem in-store or online • Purchase online, redeem in-store or online • Brand/product specific gift cards (online only) – Branded promotions.

Loyalty • Online and In-store registration • Redeem cash rewards in-store or online • Redeem points for exclusive release purchase opportunities (online raffle)

DTLR Mobile APP • 10% of digital sales • Raffles – Loyalty/App only Raffles (BOT protection) • Push Notifications – market in-store/online promotions and transactional • App Exclusive product

Bot Mitigation – Ensure our customers have opportunity to purchase • Shopify – ongoing software updates, turned on for all releases • Scan for multiple orders – automatically block order if similar email or shipping address

Fast Simon • AI search engine and product suggestions

Website redesign (In progress) • Side Breadcrumbs and Navigation • Modernized PDP

Dropship Fulfillment (QTR4 - 2022)

consumer c

connection

BRAND MARKETING

co-op program Engage with our direct consumers and stretch your budget with our unique co-op marketing and advertising opportunities. Whether it’s digital-first, community based, or lifestyle-driven, our brand marketing co-op strategies and tactics may be customized to support any product go-to-market plans.

Our team knows the consumer and will collaborate with your team to create authentic experiences and engagements with our consumers.

marketing touch points:

1

IN-STORE ADVERTISING

2

DIGITAL MARKETING AND ADVERTISING

3

COMMUNITY OUTREACH

1

Featured Tables & Mannequins

2

Window Takeover Campaign

3

Digital Screens Across Chain

4

DTLR Radio Live Liners / Commercials

5

DTLR Radio Artist In-Store

6

Employee Brand Advocacy

Custom Content Creation

Targeted Email

Influencer Collaborations, Marketing and Seeding

DTLR.com Features

Social Media

• Front Page Feature • Brand Landing Page

• Organic • Paid

CTV Performance and Multi-Touch Device Advertising

HYPER-LOCAL COMMUNITY PARTNERSHIPS WITH NON-PROFITS IN 21 STATES AND WASHINGTON, D.C.

HOLIDAY GIVEBACKS • SEASONS FEEDINGS

IN-STORE COMMUNITY GIVEBACKS • STUDENT FASHION CHALLENGE SHOPPING SPREE

DTLR SPORTS • AAU TEAM DTLR • HS REGIONAL TOURNAMENTS (BALTIMORE, ATL, CHICAGO)

Back to School Hair Cuts in Multiple Regions

Hyper-local Community and Nightlife Events While advertising with us in our stores and on our channels will surely move the needle, DTLR’s unique and authentic connection to the culture is unmatched.

Our history in the game resonates with the cultural architects that have made the lifestyle what it is today. Come with us as we participate in some of the following cultural activations and special moments of the year.

Key Cultural Moments •

All-Star Weekend

•

Super Bowl

•

CIAA Weekend in Baltimore

•

The ATL Fashion Show

•

Broccoli City Fest

•

BET Weekend in Los Angeles

•

Rolling Loud Miami

•

ATL Birthday Bash

•

Bud Billiken Parade in Chicago

•

Surround Sound of Fashion Chicago

DTLR HBCU TOUR

‘UNEXPECTED CREATIVITY’ & THE AIR JORDAN 11 “COOL GREY” washington, d.c.

DTLR and Jordan – in partnership with Arena Social Arts Club and Hue 2 Gallery – worked to share a unique connection to D.C. through the lens of her. The brands brought the popular Air Jordan 11 “Cool Grey” sneaker back to the chocolate city via a pop-up art exhibit highlighting four women from the DMV, whose art was curated to tell the “Cool Grey” origin story in a figurative, artistic format.

The Unexpected Creativity Art Exhibition opened on Dec. 7, leading up to a Friends & Family reception on Dec. 10 hosted by DTLR and Jordan Brand. With the help from the Arena Social Arts Club, attendees were in for a visual treat by four local visionaries, who created the unexpected works of art. Artists Lex Marie, Dyymond Whipper-Young, Keiona Clark, and Anisha Murdock were hand-selected to present original pieces inspired by the chilling design and living legacy of the iconic sneaker.

FAMILY TIES

DTLR & JORDAN BRAND HOST A SPECIAL HOLIDAY EXPERIENCE FOR 11 CHICAGO-AREA FAMILIES chicago, iL On Friday, Dec. 9, DTLR partnered with Jordan Brand to celebrate the Air Jordan XI ‘Varsity Red’ holiday release through the lens of families. We joined together to spread a little sneakerhead cheer to select DTLR Trendsetters.

Eleven Chicago area families were selected to participate in a unique holiday experience, inspired by the Air Jordan Retro 11 “Varsity Red.” The selected families not only received a pair of the shoes for each family member, but also participated in a professional holiday-themed family photo shoot with Grizel Preciado -- an official photographer from the Jordan Brand Women’s Collective. Each family was able to take home a print of their favorite shot in a custom holiday frame. The experience was held at the DTLR store on 87th and Dan Ryan in the DTLR Radio Studio and Greenroom, which was transformed for the day into a photo studio. The families were selected via in-store reference and an online contest that was held for DTLR Trendsetters, our loyalty program.

In addition, we continued to make the release available to our true consumers in the communities we serve, by implementing our annual holiday toy drive. Leading up to launch weekend, customers were invited to bring a toy to the store in exchange for their reservation ticket to make a hassle-free purchase during this festive season.

DTLR X NEW BALANCE

990V6 RELEASE EVENT washington, d.c.

DTLR and New Balance celebrated 40 years together while launching the 990V6 in the DMV streets on November 3. As a apart of our brand marketing plan, we hosted an exclusive DTLR x New Balance lifestyle event at Focus DC Social Club. Over 175 Guests RSVP’d for our event. As guests approached the venue, it was apparent who were and why we were here with floor to ceiling window display and co-branded barricades out front. Upon entry guests were greeted by hostess and received free VIP wristband along with New Balance branded towel and hand sanitizer while every screen in the building reminded them of “Runners aren’t Normal”.

As the consumer traveled upstairs to the main event, the second floor VIP area decor boasts of co-branded pillows, a dynamic gobo display and back window display. Guests enjoyed an a full buffet and open bar located next to a New Balance display of 990 heritage. The bar was lined with floating centerpieces featuring 990 footwear and fresh florals. Guests were greeted by staff wearing NB apparel tees and footwear while being served special cocktails courtesy of Nyak and Cayeya Tequila. On the third floor our ultra-VIP guests such as Anwaa Glover (Big G), 30hBlack, Beau Young Prince, Impressionz GoGo Band, Money Jake, TSU Terry and Lawrence Burney (Baltimore Banner) to name a few. Our influencer guests were seeded the shoe and interviewed by DTLR Radio during our live broadcasts via Twitch and the DTLR Radio app.

CIAA TOURNAMENT

BALTIMORE, MD

The Central Intercollegiate Athletic Association (CIAA) is a collegiate athletic conference mostly consisting of History Black Colleges and Universities (HBCUs).

CIAA institutions affiliate at the Division II Level of the National Collegiate Athletic Association (NCAA).

DTLR welcomed the CIAA 2022 Tournament with a “Welcome To Baltimore” digital billboard & kiosk takeover, 92Q Radio advertisements, BWI Airport brand messaging, celebrity concerts and DTLR Radio Live broadcasting across “Charm City.”

Targeted Markets

CHARLOTTE, ATLANTA, WASHINGTON, D.C. & BALTIMORE digital impressions

6.3 MILLION

•

Charm City Weeklong Co-Branded Partnerships

•

Tickets Sales to the Hottest CIAA Concerts

•

CIAA FanFest & Super FanFest Weekend at the Baltimore Convention Center

Attendance

ROAD TO THE CIAA TOUR

CIAA BASKETBALL TOURNAMENT

CIAA FAN FEST

GREEK & HIGH SCHOOL STEP SHOW

26,257 9,007 66,315 5,000

Our programs are fully customizable and affordable for you to reach our unique consumers where they are.

Take a look at the below opportunities and ask about the ones that best fit your brand.

BRAND MARKETING OPPORTUNITIES AHEAD 1

In-Store Marketing

2

Digital Marketing

• Window Campaigns

• Demand Creation/ Custom Content

• Digital Screens

• Home Page Banners

• DTLR Radio Live Broadcasts

• Email Marketing • Social Media Advertising • CTV Advertising • Mobile Applications

3

Lifestyle/Street Team Marketing & Event Promotions • Truck Wraps • Hyper Local Nightlife Collaborations • Cultural Moments All-Star Weekend Super Bowl CIAA Weekend ATL Fashion BET Weekend Rolling Loud Miami Birthday Bash

BRITTANY LEIGH BRAND MARKETING MANAGER BLEIGH@DTLR.COM

thank you!