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.

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.