Hooters® x Danny Duncan Brand Partnership
The vision for the Hooters brand partnership was to bring brand awareness to the Gen Z market. Aligned with a content creator whose demographic is 92% Gen Z male, I developed a merchandise collection that told a story true to both brands involved — visually energetic akin to Danny Duncan, while remaining family friendly as Hooters have come to expect. The results were a product line launched exclusively in 200 stores nationwide as well as D2C, increasing overall sales traffic and performing consistently over five years, generating $750K+ in revenue across 16,000+ units.
Client Hooters®
Creator Partner Danny Duncan
Art Direction Andrew Gary
Graphic Design Heng Leng
Photography Nicola Vincenzo
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Bringing the visual of the apparel to a traditional Hooters restaurant was key to breathing life into the collection, and solidifying it as an official collaboration.
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The ethos of the brand collaboration was not complete without the restaurants’ waitresses ready to serve classic hot wings and smiles.
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Ultimately, the iconic collection went above and beyond a marketing strategy — it also highlighted what was possible between an established entity and novelty apparel.
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Monday Market™ Retail + Experiential Design
