Earlier this month, JLG partnered its client Modelo with California footwear brand Supra for a co-branded collaboration. Supra updated two of its classic sneaker styles for the partnership. The Skytop style is inspired by the gold foiling of Modelo Especial, while the Vaider mirrors the sleek black and gold style of Modelo Negra. The product packaging also features Modelo’s gold standard emblem.
The launch was celebrated with a party for media, influencers and Supra ambassadors at Al’s Bar in Los Angeles. Supra also partnered with Skullcandy to livestream the event’s musical performance from Deap Valley on their Facebook page, which was viewed and shared more than 300,000 times.
Additionally, the #SupraxModelo collection was promoted through multiple Instagram posts on the Supra account, which were the brand’s most popular posts of the week. Supra also gifted the collection to 10 influencers, who all created and posted content about the collaboration, generating more than 1 million impressions.