Nicce x
Billy the Goat
In 2024, NICCE aimed to increase brand awareness and drive credibility within the competitive streetwear and sports-style market. Ahead of the release of new collections, the brand needed an innovative way to stay relevant and engage with key audiences. The solution? An integrated campaign blending music, art, and gaming.
Canoe helped NICCE form a ground-breaking partnership with emerging UK streaming talent Billy The Goat. By combining music and gaming, we created a truly unique collaboration, launching two co-branded collections and organising a physical gaming event. To elevate the campaign, we seeded products to key influencers in fashion, music, and gaming, amplifying visibility across multiple media platforms.
We ensured that NICCE’s mainline collections were still front and centre, securing ongoing press coverage and gifting products to a curated list of style, music, and cultural influencers. The campaign embraced multi-platform content, from Twitch and YouTube to editorial features, ensuring widespread engagement.
The Results
The Billy The Goat collaboration alone achieved phenomenal success in just 3 months:
This partnership also featured:
- 9 Twitch videos
- 59 YouTube videos
- 6 podcasts
The Impact
Through the Billy The Goat collaboration, NICCE successfully captured a new, younger audience while proving their commitment to investing in emerging talent. The campaign allowed NICCE to stand out in a space no other sportswear brand was tapping into—solidifying its cultural relevance and showing the brand had its finger on the pulse of what resonates with today’s consumers.
Overview:
- Strategy
- Talent
- PR
- Production