Trevor McFedries: To build an authentic connection with your customers, you need to do some things that may feel artificial. Fubo created the illusion of a massively scaled brand at a time when it was almost impossible for a customer to get their hands on it. But there was nothing inauthentic about the creative alliance itself. These music artists wanted to appear in Fubo and represent the credo for us, by us.
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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