In marketing, moments of cultural resonance can define a brand's trajectory and impact entire communities. I experienced a powerful example of this at the Trainual 2024 Playbook conference when I had the privilege of asking Daymond John, founder of FUBU and star of ABC's Shark Tank, a question about a pivotal moment in his brand's history.
I asked Daymond, "When LL Cool J was in the Gap commercial in the 90s, he mentioned FUBU. Did that help the FUBU brand with brand awareness and introduce the brand to another audience?" Daymond's response was one of gratitude and honesty: "I would not be here if he didn't do that."
In the 1990s, LL Cool J wore a Gap cap and casually dropped a line about FUBU in what was meant to be a standard ad for the iconic retailer. But this subtle, unsanctioned nod to FUBU—a brand created for us, by us—became a powerful symbol, fusing Gap's reach with the authenticity of hip-hop culture. For FUBU, this campaign wasn't just about selling apparel. It was about showcasing culture.
Daymond shared that this act had a profound ripple effect. The hip-hop community believed they could find FUBU at Gap stores, drawing the interest of a new audience and granting FUBU unprecedented brand awareness. After the ad launched, there was a shake-up in Gap's marketing team, yet in the end, both Gap and FUBU reaped unexpected benefits from the campaign. Gap was hailed for being culturally in touch, and FUBU gained recognition on a national scale.
This story isn't just about a clever branding moment; it's a lesson for all marketers. Cultural awareness must go beyond surface-level demographics. Consumers are more than age groups and income brackets in today's market. They are communities with shared values, voices, and experiences. Daymond's story reminds us that marketing isn't about borrowing or diluting culture but embracing it authentically.
In our increasingly diverse world, success hinges on understanding cultural dynamics, seeing the nuances, and appreciating each community's history, creativity, and pride. As we craft our strategies, let's remember that building genuine connections comes not from checking boxes but from genuinely connecting.
By honoring culture, not just color, we move beyond targeting consumers to celebrating them—an approach that can elevate brands in ways that resonate far beyond a single campaign.
My agency, VIP Marketing, and I have helped many multi-million dollar brands understand culture when they thought color was the focus.