What is the story about?
What's Happening?
The Los Angeles-based streetwear brand Born x Raised launched a new collaboration with the Los Angeles Dodgers, featuring 31 items including graphic tees and hoodies. Despite the anticipated release, only one item sold out, a black hoodie with minimal Dodgers branding. The lack of consumer interest is attributed to the Dodgers' previous silence during ICE raids, which disappointed many fans. The brand's founder, Chris 'Spanto' Printup, emphasized Indigenous heritage, resonating with fans who are now voicing displeasure over the collaboration.
Why It's Important?
This situation highlights the importance of brand values and consumer expectations. Born x Raised, known for its community-aligned ethos, faced backlash for associating with the Dodgers, whose actions during the ICE raids were seen as insufficient by many. This reflects a broader trend where consumers increasingly hold brands accountable for their social and political stances. The incident underscores the potential risks for brands that misalign with their core audience's values, impacting sales and brand loyalty.
What's Next?
Born x Raised may need to reassess its partnerships and public messaging to realign with its community's values. The Dodgers' response to the backlash could also influence future collaborations and their relationship with fans. This scenario serves as a case study for other brands navigating the complex landscape of consumer expectations and social responsibility.
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