Foundation, to give back to families in need, including paying for furniture and a year’s rent for a disabled veteran. “100 percent of the $2 million revenue came from merchandising,” Jabley said of the sweater line, which 2 Chainz heavily promoted with appearances on ABC’s Good Morning America, ESPN and TNT, as well as on his social media channels. Chainz even played Santa himself (in the Dabbin Santa sweater, of course) by tying in his charity, the T.R.U. Claus” and the Hanukkah sweaters - accounted for the remaining 15 percent. The sale of other designs - like the “Dabbin ‘ Mrs. “After ‘Dabbin Santa’ took off, we opened the store and there were 300 people lined up down the street,” said Jabaley. “It was incredible.”Īccording to Jabaley , 85 percent of the earnings were attributed to the popularity of the “Dabbin ‘ Santa” sweater. This included marketers that logged 20 hours a day, optimizing online ads across all platforms - not just “2 Chainz posting on Instagram.” A pop up shop was also set up on Atlanta’s popular Peter Street, a 100,000 square-foot space owned by the rapper, often used for that purpose. Weird Merch: Drake’s OVO/Raptors-Branded Lint RollersĪdditionally, 2 Chainz had a 70-plus person team, comprised of many who worked the holidays in three shifts daily to meet the high demand. “Somebody was gonna do ‘Dabbin’ Santa,’ it was inevitable,” said Jabaley. The same tactic of jumping on a trend has been employed by the likes of Drake, whose lint-rolling courtside at a 2014 Toronto Raptors-Brooklyn nets game not only launched a thousand GIFs but his own line of OVO/ Raptors-branded lint rollers. The biggest key, as DJ Khaled would put it, was capitalizing on a timely trend - the Dab dance, which originated in 2 Chainz’ native Atlanta from rap group Migos. Next thing you know, your store has shirts that are nine months old and nobody cares about it.” “That whole concept of not having to buy inventory out the gate allows me the freedom to create because not every design is gonna be a hit,” Jabaley said. “You still want to be able to shoot some bullets and give it a shot but in the old merch system, if don’t sell, you have a whole bunch of stuff sitting on the shelf and then that makes you not want to roll out any new product. Secondly, there was no inventory, which helped keep the team’s creative juices flowing. For one, Jabaley opted for a smaller, independent merchandising company, CapThat, to meet the demand that a larger retailer might not have been able to handle. Over a 31-day period that included Thanksgiving and Christmas, the sweater line had raked in a whopping $2 million. Several factors could explain why 2 Chainz’ holiday merch rolled in the dough. “We already did 100 to 150,000 in sales before there was one even printed up.” By 1PM a product photo was posted online before a single sweatshirt was even printed. “B efore we even had a product in hand, we put it up for sale - just a product photo,” Jabaley recalls. The design for Dabbing Santa, though, came to them at 8AM one morning, when the team was pitching and sharing trend-based ideas that would make sense for 2 Chainz’ fanbase. Several shops birthed during that experimentation process also went live, including and. Claus and ‘2 Chainz Weed Ugly’ among them - inspired by that album’s design. Story and ended up with an assortment of “ugly” sweaters - Dabbing Santa and Mrs. Snoop Dogg Launches Cannabis Product Line ‘Leafs by Snoop’Ī week before the holiday sweater line was born, Jabaley, Katz and their two teams began with a black t-shirt and cover art from Chainz’ 2012 Def Jam debut Based on a T.R.U.
“I remember going back to the team and being like, ‘Wow, we have our first real partner.'” (Jabaley’s business strategy was literally marathon-based - he ran two in 2015.) “ analogized it to a marathon, where we’re gonna try things and we’re gonna train, not only in terms of how we’re constantly thinking about merch but also creating trends to look for,” recalls Katz, who founded L.A.-based CapThat in 2010 and flourished in the tech/merch space after allowing fans to take screen grabs from their favorite artists’ music videos - past collaborators include Demi Lovato, Machine Gun Kelly and Coldplay - and turn it into products like t-shirts and socks. When the two connected, Katz recalls Jabaley’s inspiring “marathon” speech about the process of artist merchandise.
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