Paramount Consumer Products has signed a lucrative deal with Brands Holding Corp., the owners of streetwear label Culture Kings.
This global two-year multi-property deal will offer an extensive collection from streetwear, accessories, bags to loungewear, socks and underwear covering some of the biggest brands in the Paramount portfolio.
This includes Nickelodeon, MTV Entertainment Group and Paramount Pictures.
And to mark the partnership is the launch of the collaboration with Nickelodeon’s Avatar: The Last Airbender with Goat Crew.
The streetwear brand will incorporate multi-award-winning series with an impressive eight-piece collection
The Goat Crew x Avatar: The Last Airbender apparel collection is now in stores and online across Australia and New Zealand.
The collection consists of two ranges: The Elements Range (Water, Earth, Fire and Air), with four t-shirts (one for each element), and The Core Range, consisting of two Aang t-shirts (white and black), one Aang hoodie (black) and a Fire Nation long sleeve shirt (black).
Goat Crew has been part of the Culture Kings brand portfolio since the beginning and in the last 12 months, has risen in ranks to become one of the leading brands that taps into pop culture.
As a brand which is designed to disrupt the status quo in streetwear, Goat Crew have done official collaborations with television shows, movies and athletes.
These have included Stranger Things, Squid Game, Cowboy Bebop, Naruto, Robert Whittaker, Isreal Adesanya, Tai Tuivasa, Attack on Titan and Street Fighter.
The partnership, which will be supported by a heavy weight Culture Kings and Paramount Consumer Products Marketing campaign, will see streetwear collaborations rolled out across over 40 properties throughout the two-year deal.
This comes after last week, ViacomCBS chief executive Bob Bakish revealed in a memo to staff that the company would be rebranding this week as Paramount.
The announcement came as the company revealed its Q4 2021 financial and ahead of an investor day for ViacomCBS.
The move to Paramount acknowledges the importance of streaming to the media company’s business model. Key amongst the data for the financial results was the customer growth at Paramount+.