LL's FUBU Hat: A Guerrilla Marketing Campaign

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Rapper LL was known for never taking off his hat. He told the gap that he had a custom-made hat he'd like to wear. The spot features him freestyle-wrapping by himself against a plain white backdrop. Then, exactly 15 seconds into the ad, he says this.

How do you create authentic partnerships to build scale? Daymond John, founder of FUBU and one of the original “sharks” on ABC’s Shark Tank, shares lessons from FUBU’s earliest days in Queens, where he partnered with bouncers, bodegas, his neighbor LL Cool J, and his earliest collaborator and investor (his mom) to turn a great idea into a billion-dollar urbanwear brand.

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