BCL has labored with Erica Roberts from Publicis, now CCO at BBH, many instances over the past 15 years, and so they’ve constructed up a trusting relationship.
“BCL Leisure facilitates extra than simply expertise negotiation, they facilitate your entire course of—from expertise/companion concepting and outreach throughout to manufacturing. It’s a degree of end-to-end involvement you don’t see on this area, and it makes all of the distinction within the work,” Roberts advised ADWEEK.
“Creatives really feel like their concepts are being extra correctly represented and the expertise / companions know BCLE all the time has their greatest curiosity in thoughts. So by the point the director yells, ‘Motion,’ everybody’s feeling good about being part of the challenge.”
Roberts stated that Ludacris was all in for each step of the manufacturing, and his willingness to go the additional mile was a testomony to how deep Levy’s relationships are with artists.
“She knew Ludacris beloved Jif earlier than even reaching out to him, and that love introduced a degree of authenticity to his efficiency that the viewers felt,” stated Roberts.
Roberts and Levy have additionally labored on initiatives for Folgers with Trombone Shorty and Joan Jett, Meow Combine with JC Chasez, and CVS with Renee Elise Goldsberry.
“Whereas every challenge was very totally different in tone and scale, BCLE’s method was all the time the identical—partnering from the begin to discover expertise with a real affinity for our manufacturers after which seeing the challenge by way of to supply and past,” stated Roberts.
Darius Rucker and Fanatics
BCL Leisure’s newest challenge is with music star Darius Rucker and sports activities attire firm Fanatics.
In 2020, Levy and Fanatics had been speaking about future plans, and the model talked about that they needed to begin a males’s clothes line led by a celeb. Rucker’s identify got here up as a result of he’s an enormous sports activities fan, and it was “recreation on,” in response to Levy.
The preliminary line was with the NFL, which now has all 32 groups with 23 kinds. It has grown so as to add Main League Baseball and the NCAA, with over 20 colleges to this point.
“[Rucker] needed to be integral within the design and selling it, and making an genuine line to him… it’s 4 years later and we’re nonetheless including leagues and groups, and it’s based mostly on his drive to make this one of the best it may be,” stated Levy.
Now Rucker is behind the road of NHL attire, “Darius Rucker X NHL – Fall 2024,” a crew store unique that includes roughly half the league’s groups and 15 kinds.
