Phat Farm’s Russell Simmons is one of the founding father’s of hip hop. Always presenting a positive image, Russell has a long standing reputation as an uplifting figure in the community. So, when it came to celebrating Phat Farm’s fifteenth anniversary, Defined by Media was there to make sure it all went off without a hitch. In a partnership with Phat Farm Footwear, Defined by Media developed the “Preservation” campaign to reflect Simmons’ positive social efforts.
The campaign presented two limited-edition footwear styles to the public through a national advertising campaign, in-store signage (above), trade show materials, and a twelve page brochure (excepts below). The final campaign presented a more upscale image of the Phat Farm community in line with their aspirational brand standards.