The Ultimate Resource for Streetwear Marketers
Check out this Notion library of highly effective email, social media and video streetwear marketing campaigns to help you run your own brand.
Vicky Hoppe’s Journey To Nike
Yellowbrick graduate, Vicky Hoppe, talks about how she landed a job at Nike, career tips, and women empowerment in the sneaker space.
Student Success: Billy Petts, Inspiration Clothing
Sneaker Essentials and Streetwear Essentials Graduate. Fashion Designer. Owner and Creative Director at Inspiration Clothing.
Why Unboxing Sneakers Videos Appeal and How They Can Improve
If you look at the current landscape of sneaker media, there are a lot of things that exist now that probably didn’t exist five years ago. One example of this is unboxing videos. An unboxing video is just what it sounds like: a video of someone unboxing their new sneakers. And if you told someone in the 1980’s or 90’s that this would be a popular thing in the future, they probably would have looked at you as if you were crazy. Yet, here we are, with many people creating them.
If you look back at it now, though, in a way, it makes sense. When you really think about it, what is the best moment of getting a new pair of shoes? The answer is the moment you take the sneakers out of the box. And there are a lot of feelings connected to that part of the experience.
There are a lot of sensory and emotional things that come with that moment of unboxing a new sneaker. In a way, it’s a shame that you can’t actually experience the smell of the packaging or the feel of the shoe simply by watching a video, because it’s all very distinctive, and it can really take you back to a specific time in the past.
It’s hard to know where media in the sneaker industry goes from here. The most effective unboxing videos tend to be the simplest ones, whether it’s a basic overhead shot or just something straightforward, focusing on the box and not featuring as much talking. After all, how much is there to really say about an Air Jordan 3 that hasn’t already been said?
One idea is to really embrace the nostalgia that comes with unboxing videos. You could create some that feature a whole theme centered around a specific era of the past. Make the setting look like a Footlocker from 1988, shoot it on VHS tape, have music from the era playing and even have a hairstyle that fits the timeframe. This is just one idea of how these content creators within sneaker media can improve on and create variations of the basic unboxing videos, because they’ll need to evolve and change to avoid becoming stale.
Online sneaker education is a good way to learn more about the development and future of sneaker media and the sneaker industry. It’s by far the most convenient and accessible form of sneaker education available.
Yellowbrick Highlights Student Entrepreneurs for Asian Americans and Pacific Islanders Month
The Yellowbrick student community is a great place to find new entrepreneurs and budding talent. Our diverse community is a solid blend of students looking to find their place in a career that they love and others who are looking to grow their skillset. Yellowbrick programs are designed to give students the foundation they need to start building towards a career or business opportunity they are passionate about.
In honor of Asian American and Pacific Islander Heritage Month, we are highlighting and amplifying the websites and businesses of our AAPI student community. We’ve created a space to highlight some of the businesses that were founded by all of the students in our courses. These businesses offer everything from t-shirts to hoodies to recording studios to travel planning services.
Please take the time to visit the page and take a look at what some of these brands have to offer. Click here ——> main student businesses to check out some of the brands. We will be adding to the page as the year progresses. Be sure to check back in from time to time.
The 5 Things We Learned from Syn Martinez, Founder of AfroBrutality
Press Play Above to Watch the Full Webinar
Sneaker School allows people to level up their sneaker knowledge to take next steps into a possible career in sneakers. Sneaker School student alum Syn Martinez put himself in the right place, at the right time and was ready to make his move. He recently teamed up with Global Footwear brand Puma to release a branded gear collection under his brand, AfroBrutality. The collection includes a signature Puma silhouette with AfroBrutality branding set to release in June 2021.
AfroBrutality is not just a fitness brand, it’s a movement. The belief behind the brand is that the power of exercise not only tones the body but uplifts and educates the mind. Martinez believes in self-expression and created the AfroBrutality brand and movement so that people can exercise and express themselves unapologetically, AfroBrutality aims to create a more diverse and inclusive space in the cross-functional training community, with workouts that incorporate Black History education (not just in February) and dope workout gear to match.
Earlier this month, the AfroBrutality collection debuted at the Puma Flagship store in New York City. The in-store presentation included 2 levels of activity with the collection and shoes on display. There were workout stations available for trial workouts and Syn created custom workouts for all to enjoy, during the event or at home. Participants were outfitted in AfroBrutality Tees and Masks for socially distanced safety. The upper level was Workout HQ. There were guided and group workouts happening which are all available for people to check out on the Puma app.
We recently sat down with Syn for a virtual webinar conversation. He talked about his sneaker journey so far, the process of going from Sneaker School to Puma collaborator and gave some tips into how people can follow in his footsteps to get into the sneaker game. We were able to catch five of his most solid gems and share them below. If you want to see the full webinar conversation, you can view it in its entirety here. If you want more information on how you can apply for Sneaker School, visit yellowbrick.co/SneakerSchool.
1 – “When I come with ideas, I see them all the way through.” – Syn spoke about how many times people have ideas but no follow through. He likes to see his ideas from concept to product and follow through all the time. It is important to have all the steps to an idea because sometimes that is the difference between a brand taking or leaving your idea on the table.
2 – “Logos? It’s all about the details.” – Syn spoke in detail about the importance of storytelling and details when designing a logo. He had to re-think his logo a couple of times before deciding on a final design. He wanted to make sure the image resonated with the story the brand was telling. “And you want to make sure it looks good on everything.”
3 – “The art of pitching w/o pitching.” – When asked about how he pitched his idea to Puma, Syn said, “ I didn’t. I’ve built an incredible presence that my brand was innovative and tried and true, to where they reached out to me. This is done by years of hard work. Sneaker Essentials helped me figure out verbiage, and how to turn an idea into a pair of sneakers, to build my ability to negotiate and know what I was talking about.
4 – “I put myself in a strategic place so I could win.” – Hard work definitely pays off and Syn spoke about how he worked hard and was always prepared in every way for his next move. When Puma approached him, he was ready to give them all that they needed for next steps.
5 – “Do you want to be around for a lifetime, a reason or a season?” – You have to be all-in if you want to succeed in the sneaker industry. While most people want to have a career in the sneaker industry, they need to decide on how bad they want it. If they want to be around for a long time, they need to always have content and always be ready to put in the work.
Yellowbrick Highlights Student Entrepreneurs for National LGBT Month
The Yellowbrick student community is a great place to find budding talent. Our diverse community is a solid blend of students looking to find their place in a career that they love and others who are looking to grow their skillset. Yellowbrick programs are designed to give students the foundation they need to start building towards a career they are passionate about.
In honor of LGBT History Month, we are highlighting the websites and businesses of our LGBTQ student community. We’ve created a space to highlight some of the businesses that were founded by students in our courses. The landing page for these brands can be found here and when you click on the select squares, you can visit the pages and engage in their services. These businesses offer everything from t-shirts to hoodies to recording studios to makeup. This landing page was created to amplify the businesses and services in our Yellowbrick community.
Please take the time to visit the page and take a look at what some of these brands have to offer. There is also a main student businesses page and we will be adding to that list as the year progresses. Be sure to check back in from time to time.
Webinar Recap | April Walker Talks Mental Health & Wellness for “Survive & Thrive” Part 2
The year 2020 has proven to be a lesson for everyone. When January 1st came around, it is fair to say that no one knew what to expect. By March, the world was looking into the unknown without a clue as to what would happen next. Lives changed, daily routines were disturbed and it took a while for people to figure it out. Mental Health is always important but in these trying times, it is a major key. Developing a routine and coping skills to keep a level head is important. Even if your path is carved, developing ways to keep your mental health in check, can do more good, than harm.
In honor of World Mental Health Day (October 10th), we will be revisiting the Survive & Thrive 2 Part Webinar series with Streetwear Essentials contributor and Walkerwear founder, April Walker. For Part 2, she discussed the importance of mental health and wellness in general but more importantly, during these trying times. She touched on what it was like working in the streetwear industry, the toll it took on her and how she was able to maintain and be successful. While everyone has to do what works for them, it is important to share the types of things people can do to stay mentally (and physically) well. Therapy is expensive and not an option for everyone. Meditation, exercise, healthy eating, and other things can lead to a positive road to solid mental health. Listening, taking notes, and applying what could work for you is helpful to start.
Press play on the webinar above. Be sure to bring a pen and paper because the tips are plentiful.
Yellowbrick Highlights Student Entrepreneurs for Black Business Month
Whether it’s designers or entrepreneurs, the Yellowbrick student community is a great place to find budding talent. A lot of our students are already in the game but are taking our courses to level up their skill. They are looking to learn from the teachers and experts featured in Yellowbrick programs to elevate their existing brands and sharpen their skillset. Since August is Black Business Month, we created a place to highlight some of the black-owned businesses that were founded by students in our courses.
The landing page for these brands can be found here and when you click on the select squares, you can visit the pages and shop. These businesses offer everything from t-shirts to hoodies to coffee to skin care products. This landing page was created to amplify these black-owned businesses and services to our Yellowbrick community. Please take the time to visit the page and take a look at what some of these brands have to offer. We will be adding to this list as the year progresses so be sure to check back in from time to time.
“So I Could…” | Billy Petts
Name: Billy Petts
Course: Streetwear Essentials
IG Handle: @InspirationClothing
I enrolled in this program so I could..
Learn from the best and obtain knowledge from an Industry standpoint not just the underground knowledge I’ve obtained the past decade.
Why did you think the course was right for you when you enrolled?
I felt like there could always be more to learn and that even with years of experience, I could learn other methods and processes to start and finish clothing projects. Learning from like minded creators is always a blessing.
What is your biggest takeaway from this program?
To treat my business as Culture and Storytelling. Not Product and Profits. It’s much more than “business.” It’s Passion and the drive to make a difference in our communities.
Has your experience in Streetwear Essentials impacted your career at all yet, and if so, how?
Yes, my whole outlook on fashion has changed yet again. I feel as if I still have a long journey ahead, learning about mood boards, tech packs, and manufacturing in this course took my brand to new endeavors yet to unfold. Following all the creators and influencers from this course on Instagram has increased my learning as well. Seeing how they post, and market after hearing them speak makes sense why they excel in streetwear today.
How did the course prepare you for working in the streetwear industry?
In a good way. The course forces you really to make the building blocks of a clothing brand. Right down to business plan, target market, potential store layouts, pop up shops, you name it. At the end of this course I found myself with an actually written business plan which I never thought I would have or needed. Now I have something professional to continuously build off.
What would you say to a friend about Streetwear Essentials?
Sign up if you wanna save 10 years of learning on your own.
