Coming 2 America – HSTRY
Licensing, Promotion
WMG was tasked by Amazon Studios to create a partnership around the long awaited sequel to Coming to America. Amazon Studios tasked WMG to create a capsule collection focused on garnering press and widespread word of mouth.
WMG then identified the streetwear brand HSTRY, which is owned by the Queens native; Nas, as the right partner given his personal and brand synergies to both Queens and Africa.
WMG then secured two retail partners for the partnership; Nordstrom for the United States and Selfridges for the UK. Both retailers created a robust social media marketing plan (given the focus on reducing in-store traffic due to Covid) as well as website takeovers, BTS content with Nas and Eddie Murphy and exclusive imagery of the collection worn by Nas himself.
Both retailers and the HSTRY brand launched the collection simultaneously with the global release of Coming 2 America (March 5, 2021).
