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Volume 25 No. 216
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Bleacher Report To Hold Free Festival For Sneaker Culture Brand

Bleacher Report tomorrow will hold its first-ever “Drop Up” event in N.Y. for its B/R Kicks content brand devoted to sneaker culture. The one-day festival, free to fans, and evening VIP party will feature music, museum-type installations of sneaker history, art exhibits, a sneaker customization studio and exclusive B/R Kicks merchandise for sale, among other elements. The effort both marks an effort by B/R to diversify its revenue streams, as well as grow the B/R Kicks brand. The company has sold sponsorships around the "Drop Up" effort to Adidas, Levi’s, Chivas and Twitter, and B/R plans several new original content initiatives around B/R Kicks including a four-part video series in which new, in-demand sneaker models are given by surprise to chosen fans, and another focused on upcoming sneaker releases. “There is a real democratization of fashion happening at an accelerating pace, particularly around the NBA and NBA culture, and what we’re doing around B/R Kicks and this event is part a recognition of that,” said Bleacher Report CMO & CRO Howard Mittman. "We see what we’re doing as a move to break down the velvet rope that has existed historically around sneaker culture and allow everyone to be a sneakerhead.” Roughly 1,000 people are expected tomorrow. Mittman said the "Drop Up" is anticipated to be a forerunner of a more regular series of in-person events for B/R Kicks.