- Bleacher Report wants to capitalize on the rise of streetwear brands like Supreme.
- The Turner-owned media company is building its Instagram account B/R Kicks into a full-fledged business.
- It’s starting with a shoe drop and has plans for other events, video, and e-commerce.
Bleacher Report wants to capitalize on the buzzy rise of streetwear culture embodied in brands like Supreme.
Two years ago, Turner-owned Bleacher Report launched B/R Kicks, an Instagram account devoted to athletes and their shoes. Today the account has 1 million followers and is followed by stars like LeBron James, Kevin Durant, and Justin Timberlake. Now, Bleacher Report is trying to make B/R Kicks into a full-fledged business, starting with its first event, The Drop Up, December 7, which will mimic the limited-edition product release drops that streetwear brands use to build hype for their products.
At the free event in New York City’s Chelsea neighborhood, sneakerheads can gawk at a new shoe being dropped by Adidas; learn how to personalize their shoes from shoe customizers Mache and Ubiqlab; and buy T-shirts and hoodies from B/R Kicks and other brands,