Stance is an American sock, underwear, and tee shirt brand founded in 2009 and has sold over 50  million pairs of socks worldwide. The brand has collaborated with many celebrities, popular culture  brands, films, artists, athletes, such as Rihanna and Dwyane Wade. As of 2015 the brand is also  the official sock of the NBA and MLB.

Stance China, looking to relaunch the brand after acquiring local operations, required a local roster  of talent to partner with for sock collaborations to kickstart rebranding.

Find brand relevant talent and create strategy to launch collaboration product in tandem with  launch of brand’s new China operation launch.

Proposed multi-year phased strategic approach:

• Y1: Build awareness and engage consumers using cross-border + dai gou / influencer strategy.

• Y2: Create digital database to understand buying and engagement habits to target consumers  with the right content via social media + e-commerce platforms and grow demand.

• Y3: When demand reaches critical mass, convert to official local channels for market entry launch  into China.