[MUSIC PLAYING] DAYMOND JOHN: If you get an influencer that truly believes in the product and they are a great partner, you could be unstoppable. You know what LL did for FUBU, he had done for many brands but I have not seen too many other influencers take on the responsibility like LL did. LL became a true partner in the brand.
He would later on put FUBU in the GAP ad when they were doing their advertisment and he would put for us buyers in the GAP ad. He would go ahead and wear it all the entire time of shooting any given Sunday. He would wear it in all his videos, he would wear it when he was taking pictures with the President of the United States. So that is the beautiful part about the influencer. The bad part about an influencer is if they don't match up with your brand.
Because LL also will tell us when he doesn't like and he just wouldn't wear it. But a influencer who's not going to be effective is somebody who's going to be drinking Coke while being paid by Pepsi. Never wears the product, doesn't give you true feedback about it, doesn't walk into a room and after the cameras are done doesn't talk to other people and make other business contacts and connect them to you. An influencer is supposed to influence.
And if it's only just for one shot then it's not necessarily influencer. Somebody who's just taking the shot in your stuff. Everybody is the influencer in some sense or another but somebody like LL Cool J-- a true partner is going to go out there and they're going to wave the flag. They're going to be an ambassador. Because if it was up to me today-- you have your people like your celebrities that are well-known that people go after.
But you know if you really look at those celebrities 30, 40, 50% of the people can really value their information and the rest could just follow or look at them because they love to hate them or they just know they're a public person. But somebody out there who truly is the influencer is somebody who 90% of the people that follow their information they follow because they like whatever they're getting from them.
Whether it's fitness idea, whether somebody is a chef, whether somebody who's talking about beauty tips and makeup tips wherever the case is. And they have a true voice that people believe in and they don't do things that they don't believe in. [MUSIC PLAYING]