Platinum hip-hop artist and CEO of CTE World, Jay “Young Jeezy” Jenkins, and Los Angeles-based Gourmet Footwear celebrated the launch of their recently signed branding and marketing partnership at Wish Boutique and Vanquish Lounge in Atlanta last week. The brand activation launch parties included meet and greet opportunities with the entertainer and Gourmet’s founder, Greg Lucci, and a private, red carpet after-party at Vanquish Lounge. The two events featured entertainment from DJ RootsQueen, DJ Baby Yu, an announcement about the partnership from Jeezy and Gourmet, catering from Bottle Bar and complimentary drinks from Avión Tequila. Gourmet Footwear also provided guests with opportunities to win sneakers and other brand products through a series of contest giveaways.
Rapper and friend, Trinidad James, stopped by to show support, and other notable guests included: Ludacris, Talib Kweli, Verse Simmonds, Boston George, Boo Rossini, Don Cannon, DJ Drama, DJ Baby Yu, DJ RootsQueen, Gloss, DJ Fadelf, DJ Princess Cut, DJ Nina 9, reality stars Mimi Faust, Ariane Davis, Karlie Red and Erica Dixon from VH1’s Love & Hip Hop Atlanta; Kenny Burns, Khadijah Rowe, from Big Rich Atlanta and Style Network; and more!
During the event at Wish, Jeezy commented on the new partnership, he explained “The relationship with Gourmet isn’t an endorsement, it’s a partnership. I wanted to collaborate with a boutique brand and Gourmet has a style and vibe that just meshes with mine – part street, part sophistication. It’ll be cool to start getting involved with the creative process for new collections.”
The partnership between Jeezy and Gourmet includes exclusive co-branded digital content, social media initiatives, and creative involvement from Young Jeezy. It also creates a platform to blend the very distinct worlds of footwear, fashion, and music to provide a comprehensive lifestyle experience that both Gourmet and Jeezy have incorporated into their individual brands.
Gourmet’s founder, Greg Lucci, added: “This partnership was developed from a mutual respect for each other. When we looked at what we’ve both done and plan to do with our brands in the coming year it became clear that together we can continue to evolve and expand our reach through various collaborative, creative endeavors.”
Most recently, Gourmet Footwear released a minute-long vignette, which showcases the brand’s 2013 Spring /Summer collection on location in St. Barts. The brand is also gearing up to debut a series of product based advertisements and promotions in the coming months. To view the vignette and get a peek at Gourmet’s newest collection, please click here.
In December 2012, Jeezy released his highly anticipated mixtape, “Its Tha World,” hosted by DJ Drama, and he’s currently recording his fifth album. In addition to his success as a recording artist, Jeezy is also the co-founder and CEO of his record label, CTE World, his clothing line, 8732, and the founder of Street Dreams foundation, an organization that works to alleviate the struggle endured by impoverished youth and provide inner-city children with mentors and tools needed to succeed in life.