In light of this year’s summer Olympics in Paris, Kith and Ronnie Fieg celebrated by launching an exclusive collection with Kevin Durant and USA Basketball. Featuring limited edition jackets, hoodies, sweats, and hats, Fieg and his team sold its collection without fail, with most pieces selling out within minutes of the launch. But the unsung hero of this campaign is Kith’s bulletproof marketing strategy, which plays a pivotal role in nearly every collection Kith commemorates. How can Kith generates millions in minutes? Which strategies prevailed in this collection, and how did Ronnie Fieg leverage an omni-channel strategy to create a polarizing campaign seen by millions worldwide?
This marketing case study analyzes Kith’s latest collection with USA Basketball, Ronnie Fieg’s Marketing Masterclass, and what digital marketers can learn from Kith’s latest campaign surrounding the 2024 Summer Olympics in Paris.
Ronnie Fieg's Unbeatable Track Record
Ronnie Fieg continues to break standards within the sneaker and fashion industries, and his mindset around marketing, collaboration, and relationships has transcended Kith as one of the most iconic, 21st century brands.
Ronnie Fieg continues to break standards regarding the sneaker and fashion industries, and his personal connections within sports, sneakers, and fashion have elevated Kith from a New York brand to a world-wide, household name. Kith is known for retailing its own line of clothing as well as featuring other high ticket brands like Stone Island, Rick Owens, John Elliott, and more. But those outside of Kith’s normal audience often question how they have become uber successful at selling high-end consumer goods? More on that coming up.
Kith for USA Basketball
Kith celebrated this year’s summer Paris Olympics by partnering with USA Basketball (USAB) on one of its latest Monday Programs - their weekly campaign portfolio. Kith’s collection featured limited edition jackets, hoodies, sweats, shorts, and hats that were crafted and stitched out of premium cotton and italian nappa leather. However, the staple in the collection was none other than Kith’s leather varsity jacket. Embroidered and stitched with USA Basketball branding, this one-of-a-kind piece retails for $1,350 dollars, the most expensive in the collection.
Of course, Kith’s perfect candidate to promote its collection was none other than three time olympic champion, NBA champion, MVP, and All Star, Kevin Durant. With such a decorated resume, Durant embodies USA Basketball, and has built a history with Fieg and the brand for several years since his time in Brooklyn. Kith’s lookbook featured Durant in all of its newest apparel, ranging from the coveted varsity jacket, to the limited edition USAB sweatsuit, and more. The lookbook for Kith’s collection with USAB can be seen at this link.
Kith’s campaign with USAB launched on July 22, 2024, and was another success for Fieg and the team. The collection nearly sold out, with limited stock available, but have since displayed an entirely new collection surrounding the olympics - which can be viewed here. Kith’s new collection showcases every olympics since 1904, and have an array of pieces ranging from tees, jerseys, mugs, jackets, and more.
Kith's Paris Pop-up at Four Seasons Hotel George V
To further commemorate this project, Kith partnered with Four Seasons for an Paris-exclusive pop-up that featured a Kith-edition basketball court and store to purchase items from its USAB collection. The court is overlaid with patriotic accents and Kith x USAB branding, perfectly fusing the elegance of the brand with the style and ethos of USA Basketball. Kith’s pop-up at the Four Seasons Hotel George V will be open throughout the duration of the Paris Olympics (July 20, 2024 - August 15, 2024).
Once Team USA arrived in Paris, the USAB 3x3 teams attended Kith’s pop-up at the Four Seasons. The men’s and women’s 3x3 teams not only browsed Kith’s latest collection with USAB, but also had a chance to shootaround on Kith’s basketball court with each other and the occasional fans.
Having a physical location, like a pop-up, adds another layer for fans and customers to build a relationship with the brand. Yes, Kith already has a flagship location in Paris, but creating a limited-time location for an event that happens once every four years is too good to pass up. With Kith’s new location at the Four Seasons, the brand is able to reach new audiences from around the world that they may or may not have reached before. Whether they are guests at the hotel, other tourists visiting for the olympics, or simply a fan of the brand, Kith pursues pop-up locations to not only sell its collections, but to build a stronger connection to its audiences - both new and old.
Ronnie Fieg & Kith's Marketing Mastery
Since 2011, Kith has relentlessly pursued a marketing blueprint that can be used and adjusted for every campaign they release. Between a hypercompetence of knowing the desired audience, to a growing fascination for the future, Ronnie Fieg and Kith have found the winning system that has led to successful campaigns being to norm. Here is the full blueprint to Ronnie Fieg & Kith’s golden marketing strategy.
Understanding the Ideal Customer: Since 2011, Ronnie Fieg has perfected his ideal customer avatar for every collection he launches with Kith. At large, Kith’s ideal customer meets one or more of these qualities:
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- Strong loyalty to Kith
- Within 20’s to 30’s (millennial and gen z)
- Live near or within urban metroplexes (New York, Los Angeles, Miami, and major locations outside the US)
- Strong interest in sneakers and/or fashion
- Stay up-to-date with trends, culture, sneakers, etc.
With Kith approaching its 13 year anniversary, its no surprise that most of its ideal audience fits within the millennial and gen z range as those were the generations that were being brought up during Kith’s beginning years. Its products and collections are often tailored to their interests, hobbies, and attractions within the fashion and sneaker cultures. Fieg has turned his ability to predict trends into being a streetwear pioneer that begins new movements within his areas of expertise. Everything from his work with Asics, to his newest collaboration with USAB has been a proven hit, and his track record will continue to grow as the brand progresses.
- Coupling Fascination & Interest with Refreshing Collections: Nothing drives Fieg to succeed like his fascination for improving himself and for the brand. Since he launched Kith, Fieg has continually grown his fascination through his love of fashion and sneakers that was rooted all the way to his teenage years when he worked at David Z in New York. Pairing his drive for a desire to release new collections is what makes Kith special and unique than any other competitor. Fieg began his designing career when he starting creating pieces he didn’t have in his closet. From his work with Asics, to his initial pant launch that sold out instantly, Fieg combines his passions with his innovations to create true, one-of-one collections that can stand alone for years to come.
- Leveraging Events & Companies During Specific ‘Monday Program’ Campaigns: Located in the heart of New York City, Kith has access to the most prominent brands in the world right in its backyard. Kith’s weekly ‘Monday Program’ campaigns occasionally revolve around major events, sports teams, and companies that Kith has a strong connection to. Outside of USA Basketball, Kith has launched collections with the New York Knicks, Tayloramde, Nike, Coca-Cola, Tag Heuer, and many other reputable organizations.
- Promoting Connections that Represent Campaign’s Imagery & Ethos: In addition to working with the most successful names in business, Kith promotes its campaigns with well-known celebrities and public figures that extend Kith’s imagery and ethos behind its latest collection. Kith’s collections often include Ronnie Fieg, but have also included figures like Jimmy Fallon, Carmello Anthony, Max Verstappen, and many others.
What Should Marketers Learn From Kith's Campaign?
Kith’s success is derived from its product quality and, more importantly, its marketing strategy to new and existing audiences. For marketers looking to replicate Kith’s proven strategies, here are the primary objectives to review and consider:
- Timing is Everything: After a rocky Olympics in 2020, Kith had the perfect opportunity to capitalize off a fresh start for this year’s Olympics. Hosted in the fashion capital of the world, Paris was the optimal location for Kith to go all-in on a collection and pop-up store - which turned into a great success for Fieg and the team.
In addition, Kith benefited from USA Basketball’s historic cast that rippled for months throughout mainstream media. With athletes like LeBron James who haven’t participated since 2012, to newcomers like Stephen Curry and Anthony Edwards, USA team looked better than ever to win the gold, and all the publicity would filter over into Kith’s collaboration with USA Basketball.
- Prioritizing Your Audience: The difference between Kith and other retail giants is their focus and attention towards the consumer. While big-box retailers prioritize their shareholders and accounts receivable, Kith is intentional about the consumer, and has every collection designed, promoted, and released to what the consumer wants - not the latter. Ronnie Fieg and Kith create pieces its customers truly want to wear, which is why Kith has a cult-like following and has customers willing to pay its higher-ticket prices - whether USA Basketball related or not.
- What’s in it for Them > What’s in it for Me: Kith’s ‘Just Us’ motto lives throughout every project it takes on - and its no different with its USAB collection. Every piece is embroidered, stitched, and pressed with luxury materials that are not only soft to the touch, but also withstand the tests of father time. Kith has developed the art for growing an organic community through its collections, brand ethos, and proper representation of its customers. Kith listens to its audience, and in turn, often delivers what they are longing for within their closets.
Conclusion
Ronnie Fieg and Kith capitalized on this year’s 2024 Olympics by launching an omni-channel campaign with USA Basketball, featuring an exclusive collection of products, a promotional lookbook with Kevin Durant, and an limited time pop-up at the Four Seasons Hotel George V during the Olympic games. This collection is a fashion and sports marketing gem as Kith continues to reach new and existing audiences in new fashions. With millions flocking from around the world to watch the games, both fans and athletes will have the chance to explore the brand’s latest project, and begin to plant the seed for future collaborations, connections, and collections in the near future.
