Kith – Sony Pictures
Licensing
Sony Pictures tasked WMG with a creative marketing initiative around various archive properties. Upon examining the property list and assets for each, WMG identified a series of four properties for a specific partner; Kith. WMG chose Kith specifically for their ability to create cult product that reaches all demographics.
Upon meeting with Ronnie Feig, there was immediate alignment on the four properties; Poetic Justice, Step Brothers, The Karate Kid and Boyz N The Hood. Ronnie decided, after a lot of discussions, that this partnership with Sony Pictures would kick off 2019 for Kith. The program lead the Monday Drops for Kith and be all four Monday’s of January 2019. Each collection sold out in under 60 seconds through all of Kith’s physical stores and e-commerce platform.
