Mo's Bows NBA Collection Launch

Mo's Bows NBA Collection Launch

Release Date: October 3rd, 2017
Client: Apparel - Mo's Bows NBA Collection

The Inquiry:
For the unprecedented licensing partnership secured with the NBA and Mo’s Bows in 2016, Shark Tank Star and young entrepreneur Moziah “Mo” Bridges selected npm | pr for the 2017 launch of his NBA neck and bowtie collection sporting the logos of all the NBA teams. With this being one of the first times a big four sports league had approached a brand the size of Mo’s Bows for a licensing partnership, Mo was looking to for a slam dunk public relations campaign for the new collection launch that resulted in widespread national media coverage and spanned across various audiences from sports fans to sports business professionals and fashion enthusiasts alike.

The Strategy:
Because of the tremendous opportunity surrounding the launch of Mo’s Bows NBA Collection due to the nature of the partnership between Mo’s Bows and the NBA, and Mo’s high profile visibility, npm | pr sought to secure an exclusive first story with a top Forbes sports business reporter to not only announce the launch of the collection and provide one-time access to key spokespersons such as Daymond John (Shark Tank Producer and mentor to Mo) and those at the NBA, but also to create a viral nature for the story that would be picked up and read by many others including those with top media outlets.

The Results:
Following the Forbes Sports Money story going live on May 9th, it was read and picked-up by other prominent media reporters and outlets which led to new media coverage inquiries and national television opportunities with those such as Sports Business Daily, Sports Illustrated, Bleacher Report, Business Insider, Forbes Under 30 Podcast and top national and international television shows including CNN Headline News, FOX Business and CBS This Morning. Not including television viewership audiences, online readership for coverage obtained for Mo’s Bows NBA Collection launch amassed 1.5 billion with an estimated 1 million in coverage views and over 92,000 social media shares including Forbes’ main twitter account.

Additionally, as a result of the media coverage obtained for the launch of the NBA Collection, numerous new business inquiries and partnership opportunities were received by Mo to produce new custom logo designs including a top U.S. car manufacturer working on a bowtie design for their 100th anniversary celebration in 2018.