MARKETING NEWSLETTER
november 2021
Michael Epps Jr.
HOLIDAY 2021 PHOTO SHOOT
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chicago, il
The DTLR 2021 Holiday Photo Shoot showcased the upcoming apparel and footwear that will be sold in our stores. This photo shoot purposefully took place in the “Windy City” (Chicago) to take advantage of the season and scenery. The filming locations included CineCity Studios and the Perillo Bentley Gold Coast Dealership, which were the perfect backdrops for this season’s must-have pieces. At the dealership, our models posed with luxury vehicles from brands, including Bentley, Lamborghini, and Roll-Royce, while the CineCity Studios location provided a more industrial, modern space for our models to work with. In addition to the agency models, we featured Hitco recording artists Rubi Rose & Bjrnck. Rubi Rose stunned in Ethika, Nike & Kappa brands, while Bjrnck slayed in Adidas, Ethika & Kappa. Special guest model, Michael Epps Jr., known as “Jake” from Showtime’s The Chi, represented the male models while rocking PUMA & Kappa.
rubi rose
bjrnck
DTLR HBCU TOUR
2021
We’re nearly through the 2021 DTLR HBCU Tour and wow, what an experience it’s been! Year in and year out, we support our HBCUs to the fullest. Our focus is to encourage, educate and engage with students during their higher learning journey, and homecoming season is a perfect opportunity to do so. We kicked things off on Oct.11 at Norfolk State University, followed by a memorable evening in Atlanta at Morehouse College on Oct. 13. We then came back home to Baltimore and took over Coppin State University on Oct. 20 before heading to Elizabeth City State University on Oct. 22. The students have brought incredible energy and excitement, our artists have exceeded performance expectations at each stop, and our brand partners, such as PUMA, Goorin Bros., and more have added to the mix in a strong way. We’ve had it all, from amazing music performances, official artist meet and greets, a full-blown video gaming center, a 360 photo booth to capture the unforgettable moments, free DTLR and PUMA giveaways, gift cards, other prizes, and so much more. So far, we’ve had over 10,000 students attend our first handful of shows, we’ve reached over 500,000 unique users from our various social media accounts, and we’ve seen a major increase in our digital traffic, including an uptick in DTLR Radio app downloads. Most importantly, we’re giving our HBCU students a homecoming season they won’t forget. The HBCU community is one of the most prolific and supportive across the college landscape, so it’s imperative that DTLR continues to be involved to the extent that we have been. For the second leg of the tour, we visited Tennessee State University, Florida A&M University, and we’ll be closing things off with North Carolina Central University.
NORFOLK STATE UNIVERSITY OCTOBER 11, 2021 MOREHOUSE COLLEGE OCTOBER 13, 2021 COPPIN STATE UNIVERSITY OCTOBER 20, 2021 ELIZABETH CITY STATE UNIVERSITY OCTOBER 22, 2021
THE YARD ESPORTS
ALLIANCE
YOUNG THUG MEET & GREET ATLANTA, GA & DETROIT, MI
In celebration of Young Thug’s album “Punk,” DTLR hosted a meet and greet at our Camp Creek location in Atlanta, Georgia, and our Seven Mile location in Detroit, Michigan. Fans were able to take pictures with Young Thug, who also signed a few CD’s. DTLR Radio also interviewed Young Thug about the hype surrounding his new album. The event was hosted by @FadamGotdaJuice2.
KYLE KUZMA AND PUMA
DTLR RADIO STUDIO
Washington Wizards forward Kyle Kuzma and PUMA came to our Maryland DTLR Studio for an interview with host @FadamGotDaJuice. Once the interview was finished, Kyle Kuzma was able to take pictures with DTLR corporate staff, play a little trivia, and even left us with an autographed basketball before his home opener with the Wizards.
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SURROUND SOUND OF FASHION
chicago, il
Once again, DTLR returned to Chicago for the Surround Sound of Fashion showcase at CineCity Studios. This is the largest premier fashion and music experience in the Midwest, providing a platform for aspiring models and designers! The fashion show was hosted by DTLR Radio’s Tiara LaNiece and comedian Calvin Evans. The show featured artists Kaliii & Phor, as well as some of the hottest musicians in the country. The event was attended by 300-plus influencers, fashion enthusiasts, and loyal customers. DTLR took over the runway highlighting the latest winter streetwear collections from KAPPA, NORTH FACE, TIMBERLAND and PUMA – just to name a few. The VIP area was “iced out” completely with an ice sculptured bar with NORTH FACE items frozen in it. VIPs received complimentary food and gift bags filled with select vendor items. The DTLR Staff were treated to the VIP area and welcomed to watch the show from the balcony. Guests captured memories from the night by posing at the selfie station and 360-degree video booths.
TOOSII & PUMA Puma Cell Speed Alert and Astro
DTLR Marketing negotiated a deal with Toosii to supported by Puma brand co-op to push the sellthrough of our exclusive Puma Cell Speed Alert and Astro styles. Toosii serves as our official artist asset to support this style.
DTLR RADIO TOP 20 DTLR Radio is one of the largest online radio stations in the nation. Launched in 2013, DTLR radio plays in over 250 DTLR/Villa stores in 19 states and via the DTLR Radio mobile app.
No Artist Title Spins 1 Kodak Black Before I Go ft Rod Wave 359 2
Drake
Way 2 Sexy Ft. Future & Young Thug
332
3
EST Gee
5500 Degrees ft Lil Baby, 42 Dugg & Rylo Rodriguez
322
4
Meek Mill
Sharing Locations ft Lil Baby & Lil Durk
315
5 Wale Poke It Out ft J Cole 296 6 OMB Bloodbath Not Gang ft EST Gee 292 7 Meek Mill Hot ft. Moneybagg Yo 263 8 NoCap Outside 248 9 Kanye West Off The Grid 246 10 YoungBoy Never Broke Again Smoke Strong 225 11 OMB Bloodbath Don’t Do It 139 12 YoungBoy Never Broke Again Life Support 127 13 42 Dugg On My Son ft Moneybagg Yo 120 14
Jack Harlow
SUVs Black on Black ft Pooh Shiesty
119
15 Big Sean & Hit-Boy What A Life 114 16 Kash Doll Like A Pro ft Juicy J 95
Above are the top 20 songs played on DTLR Radio in the past 30 days (between Oct 1-31, 2021). If you like the list and want to listen to these songs, be sure to download the DTLR Radio app and listen to your favorite songs whenever you want.
ON THE RISE: DTLR SPORTS
Multi-Regional
Under our current mission, we are looking to provide more resources to studentathletes in the communities we serve. DTLR Sports is programming for underserved youth in inner cities that are not just showcasing comradery amongst their peers and communities, but are also showcasing their skills on the field. Through this programming, it is our goal to provide health and wellness resources, as well as opportunities and financial support to inner city youth sports programs. Check out some of the youth programs we have supported for the month of October, as we gear up to bring DTLR Sports to more neighborhoods in 2022!
Miami, FL DTLR partnered with the Carol City Chiefs Youth Football program to provide a day filled with fun and laughter. The team is a part of the Florida Youth Football League (FYFL), which is one of the largest youth football programs in South Florida with 22 leagues in two divisions. Established in 2021, the league is sponsored by Florida-based rapper Flo-Rida and was one of the first to adopt the unlimited weight clause. This calculated move resonated with the parents and allowed naturally large athletes to play in their own age class. On a comfortable Saturday morning in Broward, moon bounces, face painters, relay games and much more brought the community together. DTLR also awarded some youth athletes with gift cards for their outstanding performance on and off the field. Check out the recap of this fun filled day!
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MIAMI CENTRAL HIGH SCHOOL PEP RALLY
Miami, FL | October 15, 2021
DTLR partnered with Miami Central High School to incentivize students and celebrate the homecoming season. DJ Tight provided the soundtrack for this afternoon of freedom and fun for the students of Miami Central. Miami Central High School has 100% minority enrollment and 81% of students are economically disadvantaged. As part of DTLRs mission to continue to be a resource to students who face these disadvantages, we continuously show up at events to incentivize and encourage students to prioritize their education in order to overcome those economic hardships. By supporting students to focus on bettering themselves through education, mental health support, financial literacy, and workforce readiness, we are accomplishing our goal of continuously showing up in a meaningful way for our communities and youth.
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B.R.O TAKES OVER ATLANTA
atlanta, ga
Not only is October about bringing awareness to Breast Cancer, but it is also Black Running Month. Baltimore-based running organization B.R.O – Black Running Organization -- serves to organize, educate, and condition the Black community through running as a practical demonstration of unity. Their slogan is LETSGROW, which simply means collective development. With the support of DTLR, BRO went to Atlanta to participate in the only Black owned and operated 5K! The Race 2021 took place on October 1-3 and included the following events: The Race Half Marathon, The Race 5K, The Race Half Marathon VIRTUAL, The Race 5K VIRTUAL, The Race Bike Ride VIRTUAL, and a community service project.
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DARE TO LIVE… SPOOKY !!
October 31, 2021
DTLR partnered with organizations in Atlanta, Central Pennsylvania, Miami, Richmond, and South Carolina to provide treats to youth during the Halloween weekend. In Chicago, as an extra special Halloween treat, we partnered with B.I.G Homie project to purchase and gift 30 underprivileged youth with Halloween costumes (youth were nominated by their fellow community members). In Baltimore, we were honored to sponsor the petting zoo and pumpkin patch for the 2nd Annual Neighborhood Hero Trunk-or-Treat event. Over 200 inner city youth came out, full costumes, to experience the music, prizes, free candy, and an exclusive hayride around the ‘hood, featuring beautiful Clydesdales of a local inner city, black owned stable. Halloween officially kicks off our giving season, as we prepare for Thanksgiving and Christmas initiatives around the country, and end the season with our MLK Day of Service initiatives.