CHICAGO – Modelo Especial, the number three imported beer in the U.S., has teamed up with sneaker giant PUMA, and Complex Media to launch the Modelo Especial Blank Canvas Project, a fully-integrated campaign devoted to the brand’s self-expressive fans. The Blank Canvas Project is a program that celebrates self-expression by fusing music, art, and style inspired by Modelo Especial.
Prior to the launch, the blank canvas of a PUMA sneaker was given to four musicians — Kevin Rudolf, John West, Los Rakas and Joell Ortiz — for each to create unique designs inspired by Modelo Especial and the artist’s unique sense of style. From now through September 3, fans 21-and-older can vote for their favorite PUMA sneaker design on Modelo Especial’s Facebook page (www.Facebook.com/ModeloEspecial). Modelo fans vote for their favorite design, and are automatically entered for a chance to win a pair of the limited-edition Modelo Especial Blank Canvas sneakers that will be decided upon by fans and ultimately produced by PUMA.
“Our fans’ desire for self-expression manifests itself in many ways, whether it’s through the clothing they wear, the music they listen to, or the lifestyle choices they make,“ said Jim Sabia, chief marketing officer for Crown Imports, Modelo’s exclusive U.S. importer. “The Modelo Especial Blank Canvas Project is a tribute to their creativity and passion. We’re honored to give these talented musicians and our fans an outlet to express their unique tastes and styles.”
The four Modelo Especial Blank Canvas Project artists and their designs will be featured on the Modelo Especial Facebook page throughout the program with videos that showcase their background, inspiration and influences that led to their sneaker concepts. The diverse group includes Ortiz, a member of the rap group Slaughterhouse; Rudolf, a rocker with the hip hop label Cash Money Records; John West, a fixture on the billboard charts with his soul and pop music; and Los Rakas, who blend hip hop, reggae and dancehall music with Spanish and English lyricism.
Each sneaker scheme also features Modelo Especial branding on the insole, two sets of color-coordinated laces and a signature artist stamp on the heel of the shoe to complement their distinct designs. Once a winning concept has been determined, 75 Modelo Especial fans who voted will win a pair of the limited-edition PUMA “El Ace 2” Blank Canvas sneakers*.
“The unique, creative nature of the Blank Canvas Project and the authentic quality of Modelo Especial makes this program a natural fit for PUMA,” said Tara McRae, vice president of strategic planning and brand management for PUMA North America. “The Blank Canvas Project offers a great outlet for self-expression through music and design that we think will resonate well with fans of our brand.”
In addition to heavy online presence, select bars in New York City, L.A., Miami, Chicago, Houston, and Dallas will host Modelo Especial Blank Canvas events that bring the program to fans live to celebrate a lifestyle of self-expression.
About Crown Imports
Crown Imports LLC is a joint venture that imports, distributes and markets the Modelo portfolio and other fine beer brands across the entire U.S. The Modelo portfolio includes Corona Extra, the #1 imported beer in the U.S. and #5 beer overall, Corona Light, Modelo Especial, Negra Modelo, Pacifico and Victoria (select markets) beer brands. Crown also imports the Tsingtao beer brand in the U.S. For more information, visit www.crownimportsllc.com.
Crown Imports is a 50-50 joint venture between Grupo Modelo, S.A. de C.V. (MX: GMODELOC), Mexico’s leading company in the brewing, distribution and sale of beer, and Constellation Brands, Inc. (NYSE: STZ), a leading international beverage alcohol producer, importer and marketer.
PUMA is one of the world’s leading Sportlifestyle companies that designs and develops footwear, apparel and accessories. It is committed to working in ways that contribute to the world by supporting Creativity, SAFE Sustainability and Peace, and by staying true to the principles of being Fair, Honest, Positive and Creative in decisions made and actions taken. PUMA starts in Sport and ends in Fashion. Its Sport Performance and Lifestyle labels include categories such as Football, Running, Motorsports, Golf and Sailing. Sport Fashion features collaborations with renowned designer labels such as Alexander McQueen and Mihara Yasuhiro. The PUMA Group owns the brands PUMA, Cobra Golf and Tretorn. The company, which was founded in 1948, distributes its products in more than 120 countries, employs about 11,000 people worldwide and has headquarters in Herzogenaurach/Germany, Boston, London and Hong Kong. For more information, please visit http://www.puma.com
About Complex Media
Complex Media is the leading provider of style, entertainment, lifestyle and product content dedicated to emerging trends for young male tastemakers. The company launched in 2002 with Complex magazine, a men’s style guide and lifestyle publication with a current circulation of 350,000. Complex Media expanded to include flagship web site Complex.com (www.complex.com), which attracts more than 5 million unique monthly visitors; as well as the Complex Media network of 110+, 100% exclusive web sites targeting men 18-34, generating more than 518 million pageviews and more than 48 million unique visitors per month.
*Sweeps Void in CA.