Noir-et-Noire’s Antwi Atuahene Inks Partnership With Converse

Niagara River Lions Assistant General Manager Antwi Atuahene is no stranger to the world of strategic partnerships. Entering his second season with the River Lions, Antwi has cultivated a reputation with the emergence of his digital content. Antwi has identified a unique partnership with the Converse Brand. He spoke on the process highlighting the importance of retaining brand integrity while creating a unique lane within the corporate space. Our team got a chance to sit down with the River Lions AGM to speak about this historical deal.

Converse Hoops

Antwi Atuahene becomes the 1st GM to acquire a partnership with a sports brand. *Photo by: Cruz Marc*

“The biggest thing for me is aligning with partners that are somewhat on the same mission. Adding value and building social currency along the way! This usually leads to long-lasting relationships. ”

— Antwi Atuhene

This unique partnership is the first of its kind. Converse has largely focused on athlete endorsements in the past and now with the addition of Antwi, they hope to identify several collaborative partnerships with forwarding figures of the industry. Converse’s current roster includes Draymond Green, Kelly Oubre, Natasha Cloud, and Canadian native Shai Gilgeous-Alexander. The brand has cemented its spot back into the basketball marketplace, with the emerging urban culture developing north of the border it will be a great marketing opportunity for Converse to develop new strategies. The River Lion’s AGM hopes to bring this exclusive partnership to his ball club for collaborative merchandise and experiential activations.

“With Shai Gilgeous Alexander signing with Converse and watching him grow his brand on and off the court made perfect sense. He’s a special player with charisma and swag. We feel that’s exactly the type of brand I want to be associated with.”

— Antwi Atuahene

A huge accelerator for Antwi’s career in the sports business has come from strategic partnerships, he’s hopeful that the synergy between Converse and himself will send shock waves across the Canadian sports landscape. Being in close proximity to working with the River Lions will open up several marketing opportunities for the CEBL as a whole. Antwi was featured in a brand photography shoot where he sported the new Converse All-Star Pro BB Lows sneakers. He dropped a sneak peek of the shoot via IG, all photos were captured by Photographer Cruz Marc.

“We are still in the early stages of the partnership but I’m looking forward to making an impact on the culture.
”

— Antwi Atuahene

Published by: TGQ Inc.

Featuring: Antwi Atuahene

Brand: Converse

Photography: Cruz Marc

Strategic Partnerships

The world of business has exploded over the past 18 months, this is courtesy of the Global Covid-19 pandemic. Over 40% of business across North America has experienced closures and/or interruptions because of this. The implications of COVID -19 have forced millions of businesses to reinvent the way they connect with their consumers (direct-to-consumer). As for the future of sustainability, businesses are looking to scale, expand their reach, and further growth and development. One common option that is exercised in the world of business is Strategic Partnerships. Strategic Partnerships have been initiated between business entities, especially during the outbreak of COVID- 19.

We will highlight the Music, entertainment, and Sports businesses that have forged a unique path with their existing partnerships. The interesting thing about strategic partnerships is that it creates an intersection between influential parts of culture. Look at LeBron James for an example, in March he became a partner of the Fenway Sports Group. The TIME'S 2020 Athlete of the year has become widely celebrated for his sheer dominance of the hardwood, but his declarative stance he's shown amid the social justice campaigns. Strategic partnerships are democratizing the global marketplace while reinventing a space for athletes, entrepreneurs, and industry professions to cash in on ROI. Below we will share some of the most polarizing figures in business and the partnerships they’ve initiated.

Verzuz Partners with Triller Network

The pandemic has given birth to a new lane for Creative Artists such as Swizz Beatz and Timberland. The Grammy-Nominated producers are have created an iconic Entertainment source with the Launch of Verzuz back in March of 2020. Since its existence, Verzuz has not only democratized the digital media marketplace but has identified prominent partners along the process. Verzuz located a partnership with Apple‘s Executive member Larry Jackson. Apple’s role in the partnership, provided an elevated experience for their consumers and avid fans of the culture while giving Verzuz that stamp of Approval. Social media has opened a new lane for creatives to reach their fans with greater access to promote user-generated content from the comfort of your phone.

“Finally, something that the creatives own officially. By the artist for the artist with the people. ”

— Swizz Beatz

In March of 2021, Verzuz was reportedly acquired by Triller Network ending the partnership between Apple Music and Verzuz. According to Rolling Stone, as part of the acquisition Timberland and Swizz Beatz will become Brand Visionaries and join the management team. Following the partnership, Swizz Beatz and Timberland have become shareholders in Triller and will be giving equity to performers that participated in Verzuz. Following weeks after the Verzuz and Triller Network acquisition, Verzuz entered a one-year partnership with Peloton. Swizz Beatz and Timberland are the catalysts in the evolution of creatives.

UnitedMasters Partners with Apple

Over the past year, Apple has transcended the digital marketplace with their resurgence to prominence. From locating a key partnership with Verzuz, Apple continues to vertically integrate within the digital media space. Apple has invested $50 Million into the independent music platform, UnitedMasters founded by Steve Stoute. Since its existence, UnitedMasters stands in support of Independent Artists retaining 100% of their masters and IP while rewriting the rules to monetization on a 1-to-1 basis for the artists.

“This is the future, the fastest growing segment in the music business is independent artists. I think the industry is morphing and changing.”

— Steve Stoute

Unlike the prominent record labels, UnitedMasters has created cultural proximity to some of the most polarizing names in Music. The former Music Executive spent had his first crack in the music business during the golden age of Hip-Hop, Stoute was responsible for producing Grammy-Nominated Albums for artists such as Will Smith, Nas, Foxy Brown, Mariah Carey, and Mary J. Blige. Unfortunately, the yesteryear rules of the music business have stunted the growth of some of the biggest names within the industry. With the technological advances, UnitedMasters helps artists maximize their economic and media value while equipping them with the tools needed to connect with their consumers and fans.

Future of Business World

The new regime that we’re witnessing is the creation of a new shared economy; created and owned by the culture. In the current business world where collaboration and economic growth exist, forward-thinking companies have solidified their place within the marketplace courtesy of strategic partnerships. As we continue to progress through the Covid-19 era, companies will reach new targeted consumers with the acceleration of reaching new heights. Strategic partnerships will be the difference maker between a reputable brand and a preeminent company. Whether it’s within sports, music, entertainment, fashion, technology, etc., each industry holds immense value with the opportunity to leverage off their existing partners.

We Sell Mindset, Not Products

Antwi Atuahene Inks A Sneaker deal with Historical Converse Brand / May 7, 2021 by Hussein Abdullahi