All of us at different points in time have to disconnect from our life and work routines. Doing so allows us to get the proverbial “batteries recharged”, as well as view things from a different perspective and point of reference.
Taking on a “fresher” or more innovative approach is something that Bally of Switzerland is consistently associated with when it comes to fashion and other creative projects. Since its inception in 1851, the company’s line of men’s and women’s collections, accessories, as well as its highly unique and imaginative designs, are evident of its ability to remain relevant and cutting-edge.
Given its foray into the world of hip-hop, from its early partnerships with artist Slick Rick and Doug E. Fresh (one of its longest and still-standing hip-hop influenced lines) to references from fellow artists including (but not limited to) Jay-Z, Kanye West, Nas, and Lil’ Wayne, the brand is one of the more significant given the ideal blend of the contemporary, classic, and limited wear for multiple audiences. This past Saturday, August 15th, the Bally Store in Phipps Plaza (3500 Peachtree Road NE, B-8 in Atlanta) provides a welcome to its newest endorser and partner whose work is reflective of the company brand and tradition.
The artist is J. Cole.
Since his early mix-tapes including (but not limited to) The Come Up, to his recent full-length albums Cole World: The Sideline Story, Born Sinner, and the critically acclaimed 2014 Forest Hill Drive, Cole is a fast-rising presence in the hip-hop arena. Even more impacting than his music prowess is the work he does through his nonprofit, the Dreamville Foundation, along with the support provided from the partnership resulting in the J. Cole for Bally line.
The line, which features hiker-related footwear, again embraces the aforementioned company tradition when it comes to any of its lines. As noted by Christina Parker, the company’s retail excellence and operations manager, “With our multiple lines ranging from urban wear, business, our retro-lines, and our J. Cole for Bally line, we are able to reach across multiple demographics in providing high-quality attire that is not only a conversation-piece, but a real tone-setter”.
During the in-store meet and greet and celebration, members of the media and guests are able to learn more about the brand and line, which is captured in the short film entitled Off the Grid. The short takes us on a journey to Jamaica, including the areas frequented by the legendary artist Bob Marley. The opportunity to unplug, get reconnected with art, and return to the essentials provides the renewal of the energy and focus needed not only musically, but in making sure to remain connected and engaged with the larger audience and community.
“We are extremely excited to work with an artist like J. Cole”, adds James Te, the regional PR manager for Bally.
Given his efforts in giving back, including the re-purchase of his childhood home (2014 Forest Hills Drive) to be used as a transitional home for struggling families rent free, along with efforts to provide school supplies and reading opportunities to young people, Cole’s sincere and inventing approach aligns with the approach Ballys uses in its given newest efforts related to the “urban explorer” market and audience.
Saturday is more than just an introduction of a new Bally line and the artist with whom they are partnering. It’s another means by which both entities are using their highly visible platforms to support each other along with community and inter-related initiatives, along with remaining in-tune with its audience and in tandem with the company’s motto: Innovation. Functionality. Modernity.
After all, sometimes, you have to disconnect in order to get stronger connected.