IRVING, Texas – 7-Eleven Inc. is constructing avenue cred with a set of latest avenue threads.
The comfort retailer operator is becoming a member of forces with Chicago native Joe Robinson, also called Joe Freshgoods, to create a limited-edition capsule assortment.
The primary set of merchandise will launch on Might 13 at 7:11 pm EST, which marks the beginning of Brainfreeze SZN, a marketing campaign that celebrates all issues summer season, Slurpee, skating and avenue tradition. The second set of the collaboration will likely be launched on Might 27 at 7:11 pm EST.
The restricted version items are anticipated to promote out in a number of hours. In line with 7-Eleven, each time Freshgoods launches a brand new assortment in its hometown, customers line up across the block to get their fingers on one in every of its unique designs. However as soon as they’re gone, they’re gone.
“We’re delighted to be becoming a member of Brainfreeze SZN with Joe Freshgoods, among the best collaborations in 7-Eleven historical past,” stated Marissa Jarratt, senior vice chairman and chief advertising and marketing officer for 7-Eleven. “We particularly wished to extend the summer season enjoyable issue this 12 months after lacking out in 2020, and skater followers can rely on 7-Eleven’s 24/7 comfort to maintain them fueled whether or not they’re mastering a brand new trick, skating for town or watching the professionals get some recent air on the skate park. “
7-Eleven selected Freshgoods, who is named probably the most iconic designer within the historical past of streetwear, to create varied items utilizing his distinctive fashion and 7-Eleven’s signature colours of orange, inexperienced and pink. The gathering contains sweatshirts, t-shirts and socks, and sticker packs.
Initially from the West Aspect of Chicago, Freshgoods is a designer and inventive director who makes use of a novel mixture of brand name narrative and historic and cultural references to create genuine connections with streetwear lovers all over the world. Co-owner of Chicago’s Fats Tiger Works artistic hub, Freshgoods has maintained partnerships with manufacturers all over the world, together with AT&T, McDonald’s, Chicago Bears and New Steadiness. His collections have appeared in vogue, GQ Y Advanced.
An avid advocate for arts training, Freshgoods stated his true mission is to inform tales via his collections.
“I’m past excited to convey this collaboration with 7-Eleven to life. Rising up in Chicago, I might at all times go to the native 7-Eleven in Division and Lockwood for a Slurpee drink or snack and simply hang around with associates.”, Freshgoods stated. “Whereas that retailer is now closed, the model jogs my memory that I’m younger and free, so I had plenty of enjoyable creating these designs within the iconic orange, inexperienced and pink colours that 7-Eleven followers and skaters are going to like. “
7-Eleven / Freshgoods merchandise will likely be offered completely on the designer’s web site, joefreshgoods.com. Half costs vary from $ 10 to $ 90. Info on the right way to get early entry is on the market right here.
Taking Brainfreeze SZN to the streets
Along with launching the Freshgoods product collaboration, 7-Eleven will rejoice Brainfreeze SZN with a collection of initiatives focusing on skaters and 7Rewards members, together with:
- Spotify customized playlists based mostly on weekly prizes;
- Sticker Slap, a brand new AR sport that awards unique stickers to the highest 500 gamers on the leaderboard every week; Y
- The power to assign 7Rewards factors to buy unique merchandise from the 7-Eleven on-line pop-up retailer.
Whereas skateboarding has grow to be extra frequent with its personal skilled athletes, video video games, and sponsors, it nonetheless retains its different and maverick angle, in line with 7-Eleven. Roughly 6.5 million folks within the US take part in skateboarding, with millennials and Gen Z fueling a ardour for the game.
With the 7NOW supply app, skaters by no means have to depart the native gathering, park, or boardwalk to order their favourite 7-Eleven or Slurpee. Provided in additional than 1,300 US cities, the 7NOW app makes use of Pins to find prospects and presents real-time monitoring that lets them know when to anticipate their orders, usually in 30 minutes or much less. The 7NOW software is on the market on Google Play, App Retailer or 7NOW.com.
Brainfreeze SZN comes on the heels of the debut of “Take it to Eleven,” 7-Eleven’s new built-in full-funnel marketing campaign that takes an angle that makes an enormous deal out of even the smallest issues. It’s set towards a backdrop of a 7-Eleven car parking zone, a setting the place each subculture is at all times welcome to be themselves, relying on the comfort retailer, resembling Comfort Retailer Information beforehand reported.
Headquartered in Irving, 7-Eleven operates, franchises and / or licenses greater than 73,000 shops in 16 nations and areas, together with 12,000 in North America.