Modelo has partnered with Slowtide, the art inspired towel, blanket and poncho brand for a collection of beach towels and blankets. Inspired by Modelo’s Fighting Spirit, Slowtide’s founders crafted high-end, sustainable Modelo towels for the beach, skate park or street.
Modelo x Slowtide has tapped world class, professional street skateboarder Ernie Torres, who is featured in content that showcases Torres’s life and how he embodies the “Fighting Spirit”. The film featuring Torres, social media support, influencer campaigns and digital marketing will promote the collection.
The collaboration launches May 24, 2019, at specialty retailers including Urban Outfitters, independent skate and surf shops as well as on slowtide.co.
“We are very excited to bring together Modelo and Slowtide for this collaboration as both brands share the fighting spirit and loved telling Ernie’s story," says Slowtide Co-Founder Dario Phillips.
The Slowtide collaboration is the latest brand extension JLG has for Constellation Brands’ beer portfolio. Other recent initiatives include Corona’s Cinco de Mayo retail campaign at Spencer’s. The new Slowtide line was recently featured by License Global.