Celebrity Creps Endorsements for Millennials - Effective? 'I come to your team and I f**k s**t up, I'm David Moyes!'

Stormzy, 'Know Me From' So said Michael Omari, AKA 'Big Mike', AKA Stormzy in his gruff, grime-istic challenge 'Know Me From'. He was rapping about challenging a errrr.challenger of course. When it comes to bringing value to a new team, he is certainly not f***ing up anything for Adidas!

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The grime star is another example of Adidas making a very shrewd sponsorship move with a music artist to popularise their trainers. Following in the blockbuster footsteps of Run DMC and Kanyeezy The Madman (AKA Yeezy, AKA, Kanyashian The Rapper, AKA Kanye West!). In the UK market in particular, Stormzy's popularity is rising commercially and in the street fam. He's just had his debut album hit the UK number one album spot (March 2017).

Adidas associating with Stormzy,, Nike associating with Stormzy's fellow UK grime titan, Skeppy Skep, AKA Skepta (Mercury Prize winner, 2016) is a way to connect with the huge demographic of trainer lovers - the sought after millennials. Grime artists speak millennials language (literally in some cases), look like them and dress like them. The most popular artists are influencers and can bring some lustre and sales boosts to a brands' product range. Using celebrities with millennial appeal definitely works.

For example, Gigi Hadid (girlfriend of ex 1 Direction's Zayn) is a Tommy Hilfiger model. In a first 'see-now, buy-now' show with Hadid last September, the show's digital channels racked up 200m social-media impressions and prompted a 900% jump in traffic to his website — 70% of which came from first-time visitors. Hilfiger’s business not only gained a new audience but a new relevance; and all those eyeballs translated into sales.

To this end, in the case of the millennial, who is the better product ambassador for Adidas? David Beckham or Stormzy? Both are aspirational figures due to their success. I'd love to know what appeals to the youngsters more: David Beckham's successful career and fortune (north of 100 million squidoo fam), and famous missus, or Stormzy's music charts success, street credibility and general flavour-of-the-month sheen (not to mention his PENG girlfriend.certified peng fam!). I'd wager that Big Mike would win that percentage battle among the young Thundercats crowd, and this would be because he is more relatable. For example, Kanye Wests's Yeezy line for Adidas is doing absolute bits a the tills fam from Beijing to Brooklyn, to Bromley High Street, my G. He's mad as a rat, but more relatable than LeBron James for example - the 6ft 8' best basketball player in the world, plying his trade for 'The Land' Cleveland Cavs in the US.

James' line in footwear is nowhere near as commercially successful as the big dog, Michael Jordan's Air Jordan line. Great a player as he is, James is an entirely too huge human being whit hundreds of millions of dollars in the bank. And his footwear are all high tops. Yeezy's are a statement in fashion and sport (and have the considerable stardust of Kim 'Peng' Kardashian liberally dusted in Yeezy's direction). Brands are spending more and more of their advertising and marketing budgets via social media channels because engaging millennials is of huge importance (for immediate and longer term customer wins and market share), so you'd think that simple brand association would be taken a step further. Simple wearing of brand and brand-sponsored concerts is quite simple and boring. Wouldn't it be interesting if Adidas or Nike or Puma or Under Armour opened up a music and design lab and signed up talent that came through the doors, paving the way for grass roots cross pollination of creative channels?

Weren't expecting them big words eh, fam! My vocab is PEAK! What can Brands do to Better Engage Millennials? Design Competitions. Millennials are digital natives bruv!

There is bare creativity out there. Run design competitions. This will create engagement and awareness and ownership and will spread word of mouth. A further plus side is potential direct recruitment. Design competitions will unearth talent that can make you some money.

Engage with y the Appoung designers now and hire them! Run community and school events.

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Proper outreach. The target groups will associate your brand with positive actions.

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