What is the story about?
What's Happening?
Born x Raised, a Los Angeles-based streetwear brand, launched a new collaboration with the Los Angeles Dodgers, featuring 31 items including graphic tees, hats, and hoodies. Despite the anticipated release, only one item sold out, a black hoodie with minimal Dodgers branding. The lack of interest is attributed to the Dodgers' controversial silence during Immigration and Customs Enforcement raids earlier in the summer, which led to protests and disappointment among fans. Although the Dodgers later issued a statement and donated $1 million to affected families, many felt the response was too late. Born x Raised, founded by Chris 'Spanto' Printup, has a strong connection to Indigenous heritage, which resonates with its community. The collaboration's poor reception highlights the importance of brand values and consumer sentiment.
Why It's Important?
The backlash against Born x Raised's collaboration with the Dodgers underscores the significance of brand values and consumer trust. For smaller, niche brands like Born x Raised, aligning with community values is crucial for maintaining loyalty and support. The Dodgers' delayed response to the ICE raids affected their reputation, impacting associated brands like Born x Raised. This situation illustrates the challenges brands face in navigating controversies and maintaining consumer trust. As larger brands like Nike and American Eagle can weather scandals more easily, smaller brands must be more cautious in their partnerships and messaging. The incident serves as a reminder of the power of consumer sentiment and the potential consequences of misalignment with community values.
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