Finish Line to lean on Migos for creative direction

By

Cassidy Mantor

Published
Aug 25, 2017

Finish Line has enlisted the help of platinum award-winning hip hop group Migos to lead the company's newest marketing campaign.

Migos will provide creative direction on social channels to reach Finish Line's target consumer. Unlike previous Finish Line campaigns which focus on one brand or product, Migos will help Finish Line tell a more holistic story that is designed to connect with the consumer through a realistic series of curated looks.

Paul Diehl, senior director of content, social and consumer trends at Finish Line explained that Migos "understand[s] today’s culture and what’s important to our target customer."

Migos will drive the creative direction by picking product and styling it. The group will also develop themes for photoshoots and be involved in on set production. They will post content on their Migos social media channels as well as on the individual members' accounts.

Finish Line has a store network of 950 branded locations in malls and in Macy's stores. Its goal is to connect customers to sneaker culture. Partnering with Migos will boost the brand's reach.

Migos is a platinum-selling hip hop group. It had a number one album this year and also won BET awards. The trio of rappers formed together in 2009 in Georgia. They topped the Billboard Hot 100 last year and most recently contributed to a song called "Bon Appetite" on Katy Perry's fifth album.