LIFESTYLE February 2023 (DTLR Newsletter)

LIFESTYLE

Bunkey@bunkey_jr2_strutking

Terry@tsu_terry

Tiara@tiaralaniece

Fadam @fadamgotdajuice

DJ Quicksilva@djquicksilva

Jordan@runitup.jordan

BLACK HISTORY MONTH

BLACK HISTORY MONTH

BLACK HISTORY MONTH

DOOR DECORATING CONTEST

DTLR Community Outreach chose to celebrate Black educators during Black History Month by hosting a social media contest to highlight educators’ classroom artwork for a potential reward of school supply support.

Educators were encouraged to submit their classroom designs celebrating Black history and culture in the form of classroom decorations, door art, or bulletin boards or student lead programs and performances. To enter for their chance to win, educators posted their artwork to social media tagging @daretoliveright and using the hashtag #DTLRMission1865.

DTLR’s Mission 1865 campaign, inspired by the year that the 13th Amendment was passed and ratified by Congress to abolish slavery, aims to provide opportunities and experiences for communities to learn and celebrate African American history and culture. We are ecstatic with all the submissions we received, and very proud to support the educators that are showing creative ways to engage our youth around Black History. DTLR will reward the winning educators with $500 gift cards where they can purchase necessities for educating the future. We will share the winners’ art on our social platforms, and DTLR.com.

BLACK HISTORY MONTH

LOCAL SIP & PAINTS

This year, to celebrate our history we hosted a Sip & Paint series at select schools in Washington D.C., Philadelphia, and Baltimore. Working with pre-selected schools, Community Outreach commissioned local artists to teach the youth how to create their very own painted canvas. Videos of the Sip & Paint series were shared on all DTLR social platforms.

Dare To Live Right aims to revitalize schools’ declining art programs, as well as highlighting local Black artists for awareness and inspiration.

“Art has always been a way of expression within the Black community,” said DTLR Community Outreach Director, Tremayne Lipscomb Sr. “This year, we continued the Dare To Create mission, which was designed to inspire and highlight art within our communities, and to bring awareness to the significance of the year 1865 for the African American community.”

The joy of the students was overwhelmingly contagious at all four of the schools we attended. We are eager to grow this initiative to more cities, schools, and students.

“

“ ART HAS ALWAYS BEEN A WAY OF EXPRESSION WITHIN THE BLACK COMMUNITY

DTLR COMMUNITY OUTREACH DIRECTOR, TREMAYNE LIPSCOMB SR.

BLACK HISTORY MONTH

RAKE (RANDOM ACTS OF KINDNESS) DAY

Dare To Live Right partnered with Random Acts of Kindness Everywhere (R.A.K.E.), one of our favorite nonprofit organizations, formed by Cleveland native and comedian Ricky Smith, to perform a random act of kindness throughout the day. DTLR and Ricky Smith traveled around Cleveland to different organizations and communities to perform a random act of kindness, including donating $500 to a deserving unsung hero, dropping off donations to animal shelters, the Ronald McDonald House, and Children’s Hospital.

Rickey made our DTLR location a special stop, when he identified a single mother experiencing hard times, and gifted her a shopping spree at Target for essential items and our Steelyard location for fits for her and her children.

This donation serves as the kickoff to a new initiative DTLR Community Outreach is launching – the Community Champion Tour – that highlights different local individuals or organizations that make an impact in their communities. Every month, Dare To Live Right will choose a Community Champion in cities they serve and partner with them for a community service event or project, tag along for a day in the life of, and make a large donation to the organizations mission. This month marked the launch of the very first Community Champion – Ricky Smith, founder of Random Acts of Kindness Everywhere (R.A.K.E.).

RICKEY SMITH, Founder of R.A.K.E.

DTLR x New Balance collaborated on an exclusive 990v3 colorway Gr3yscale released on Feb. 24, 2023. This iteration balances the scales for the hustlers, runners, and dad-shoe heads, celebrating the spectrum of New Balance’s heritage with a grey color palette that everyone can appreciate. We executed a digital-focused strategy in key regions, including the DMV, Philly, Atlanta, Chicago, and the Carolinas. Our strategy included the use of robust e-commerce tools, influencer marketing, and high-performing hero content featuring a talent that resonates with our consumer.

To maximize sell-thru, DTLR combined digital, street promotions and an outof-home marketing campaign featuring Test 410 of Free Band Gang in multiple regions, including the DMV, ATL, and

Charlotte. DTLR leveraged the power of our e-commerce tools and Trendsetter audience to preheat the market leading up to the release. We initiated a preapp release only available to loyal Trendsetters on Feb. 22. Following the pre-release, e-comm led sales on launch day with inventory selling out by 10:30 a.m. Shortly after, lines began to form at store locations ahead of 11 a.m. open times. Stores saw impressive sell-thru in DMV, Philly, Chicago, and the Carolinas. Lastly, Gr3yscale is our first exclusive product that will benefit our Dare to Live Right initiative program, with DTLR donating proceeds of sales to our community outreach arm. Based on product sellthru during launch weekend, we expect to donate $10,000+ to a local nonprofit courtesy of DTLR and New Balance.

ATLANTA, GA

CHARLOTTE, NC

DTLR Radio was live on location during Grammy Awards Week in Los Angeles!

“Plugged In” host Fadam Got Da Juice broadcasted from the City of Angels Feb. 2-6, delivering play-by-play from touchdown at LAX through his Monday morning recap of “music’s biggest night!”

Fadam conducted interviews from the Black Carpet at one of Grammy Week’s highest profile events: the Recording Academy Honors, presented by the Black Music Collective (BMC). He spoke with Joey Bada$$, 300 Entertainment CEO Kevin Liles, Recording Academy CEO Harvey Mason Jr, and more as guests made their way into the ceremony, which celebrated Dr. Dre, Lil Wayne, Missy Elliott, and music executive Sylvia Rhone!

Fadam spent Grammy Sunday backstage at Crypto.com Arena, site of the main Grammy Awards ceremony. Working from the Media Center, where Grammy winners fielded questions from press outlets right after delivering their acceptance speeches, Fadam got Best R&B Album winner Robert Glasper to reveal that he was as surprised by his win over the likes of Mary J. Blige and Chris Brown as everyone else!

Special shout-outs to BMC chair Rico Love, “You Are Ketchup: and Other Fly Music Tales” author Kokayi, and videographer Dev Dooley for their support on this project.

GRAMMY WEEK 2023

JARON “BOOTS” ENNIS

When it comes to the culture, DTLR is at the crux of it all. Branching off into the sports world, DTLR is excited to announce our official partnership with undefeated star boxer, Jaron “Boots” Ennis! This month, we took over our 52nd + Market DTLR location in the heart of Philly – Boots’ hometown – to host a press conference with Boots himself to make the official announcement.

After an interview on DTLR Radio with DJ RL, an impromptu meet and greet with fans who were in attendance, and conversations with local photographers and media folks, Boots and Billy Blea of Southpaw Promotions hosted the press

conference, where they announced the DTLR partnership as well as Boots’ upcoming fight in Atlanta on March 24, the first bout following our new long-term collaboration.

In addition, Ennis’ “Boots On The Ground” community organization seeks to address education and health issues in the Philadelphia community and intends to work alongside “Dare To Live Right,” DTLR’s community outreach wing. All parties are excited about this collaboration, and we can’t wait to see what’s in store for Boots and DTLR for 2023 and beyond!

In partnership with the U.S. Army and CIAA, Dare to Live Right sponsored the annual High School Education Day at The Baltimore Convention Center. The event provided 2,000 students the opportunity to learn more about the importance of furthering their education and to discover the exciting programs and experiences CIAA colleges and universities have to offer, along with Army ROTC opportunities.

Geared toward high school juniors and seniors, the Education Day event aimed to inform students about future educational and career opportunities, and get students excited about higher education. The event included dance battles and performances from CIAA college cheerleaders, 360 photo booth, and words of inspiration from the CIAA Commissioner.

Along with information about Army ROTC opportunities, the following schools hosted booths offering on-site college acceptances; Bowie State University; Claflin University; Elizabeth City State University; Fayetteville State University; Lincoln University (PA); Livingstone College; Johnson C. Smith University; Saint Augustine’s University; Shaw University; Virginia State University; Virginia Union University; and Winston-Salem State University.

“Education Day is an opportunity that allows sophomores, juniors and seniors a glimpse at what their future can hold,” said CIAA Education Day Director Raukell R. Robinson. “We believe that touting the tradition of CIAA is deeply rooted in the amazing opportunities that students are afforded by attending a CIAA institution.”

KING FLEXXA, Host

KYLEONTHEMIC, DTLR Radio Host TSU TERRY, Entertainer BUNKEY JR, Influencer

BRANDON SCOTT, Mayor of Baltimore

CIAA Weekend came through Baltimore city for the second year in a row, and what a year it was once again! For our activation this year, we partnered up with our friends at Jordan Brand to do a full-blown layout unlike any other.

Taking over the Baltimore Convention Center on Friday (2/24) + (2/25), we had it all: a half court Jordan-branded basketball enclosure packed with giveaway contests all weekend long; a mini DTLR pop-up shop where we sold the brand-new WHEATIES x AJ1 collab (which was a hit to say the least); a full DTLR Radio set up with a stage for artist meet and greets and interviews; the popular 360 photo booth that was bumping all weekend long; and most importantly, an open area for the CIAA attendees to rock out to our many guest DJs all weekend long.

Special guests were aplenty at this year’s Fan Fest. With our DTLR Radio hosts Tiara

LaNiece, Fadam Got Da Juice, DJ RL, King Flexxa and more, we linked with quite a few folks. We sat down for interviews with the likes of King Combs, Lightskin Keisha, Rican Da Menace, Slimeroni, Money Jake, Bossman and many others. Other Baltimore influencers such as Bunkey Jr., TSU Terry, The Top Tier Shiners all came through as well, teaching folks how to dance, balling on the court, and more.

We even had the next generation of DJs take over the 1s and 2s for us, including DJ Saucegod (DJ Quicksilva’s son) and “The Future” DJ A-Eazy. Keeping the good energy flowing not only with the music, but on the mic as well, these young stars-inthe-making have a bright career on their horizons.

All in all, this year’s CIAA Fan Fest was one to remember and DTLR’s presence was felt tremendously.

FADAM GOT DA JUICE, DTLR Radio Host

SPARKZ, Producer & Songwriter

MONEY JAKE, Recording Artist

BUNKEY JR, Influencer

RICAN DA MENACE, Recording Artist FADAM GOT DA JUICE, DTLR Radio Host

COMBS, Recording Artist

NAV SHOPPING SPREE

DTLR has teamed up with superstar producer/artist NAV for his highly anticipated Never Sleep Tour that kicked off in the middle of February. To give some of NAV’s superfans a chance of a lifetime, the platinum-selling hitmaker decided to offer a shopping experience at DTLR courtesy of NAV, XO and of course DTLR.

We held this contest in both Chicago at our 87th + Dan Ryan location, as well as in Philly at our 52nd + Market location. Select winners in each city got to pull up to DTLR with NAV himself and pick out some new kicks and some fresh gear to go with it. The Never Sleep Tour is underway! Be sure to stay locked in with NAV and DTLR for more potential collabs in the future.

NAV, Recording Artist & Producer

TRINA ROCKSTARR MUSIC FESTIVAL

KALI, Recording Artist

TRINA, Legendary Hip-Hip Star

Taking place in Miami, FL, legendary hip-hop star Trina put together a star-studded event for her inaugural Rockstarr Music Festival. The event brought thousands of fans and music lovers to South Beach at the vintage Supercar Rooms Miami venue.

DTLR had a major presence at this year’s event, alongside our partners at PUMA. With our DTLR Radio host CDK nn the Mic in the building, we were able to gift the performers with some fire new PUMA kicks and merch. It was a hit to say the least and we had the VIP compound on lock. DTLR Radio was broadcasting live during the entire event as well.

Trina called upon some heavyweights for this year’s show. From the likes of Boosie Badazz, Kaliii, Saucy Santana, Trick Daddy and so many more, the legendary hitmaker did not leave fans disappointed.

In conclusion, Trina’s Rockstarr Festival in Miami was a huge success, and it was an unforgettable experience for everyone who attended. Successfully starting and running a festival is not for the weak, and we all know Trina’s built for it. Safe to say with the inaugural show being as great as it was, it’s only going to get bigger and better moving forward.

DTLR and Nike unveiled the 18th Annual Doernbecher Freestyle Collection in six key locations, includingBaltimore (Mondawmin Mall), Cleveland (Steel Yard Commons), and Atlanta (Camp Creek). We kept energy in the three key stores for the highly anticipated Doernbecher Release!

This year’s Nike Doernbecher Freestyle Collection showcases individual takes on familiar models, including the Air Jordan 1 Low OG, designed by Riddhi Mahajan, the Air Max 90, designed by Emerson Harrell, the Air Foamposite One, designed by Coley Miller, the Air Huarache, designed by Dario Villaseñor Valdivia, the Air Presto, designed by Kylee Young, and the Zoom Vomero 5, designed by Jaren Heacock. Activations took place at the following stores.

BAL – 005 Mondawmin Mall

ATL – 025 Camp Creek

CLE – 3097 Steel Yard Commons

FREESTYLE SERIES MISS KAM

Baltimore’s own Miss Kam came through the DTLR Radio studio this month to link up with Fadam Got Da Juice. The versatile, talented rhymer from Baltimore has been making moves for a few years now while looking at 2023 as somewhat of a breakthrough on the horizon. During her interview with Fadam, she discusses the Baltimore music scene, her career journey, her inspirations and motivations, plans for 2023 and much more.

At the end, Kam did what she does best and hit us with a blazing new freestyle you certainly don’t want to miss.

WATCH VIDEO

Numbers