Kith & New York Knicks: A Marketing Case Study

Kith & Ronnie Fieg partnered with the New York Knicks for the third annual ‘Kith Night’ versus the Milwaukee Bucks, unveiling the fifth product collaboration with the franchise. The collection introduces never-before seen items alongside what could be one of the most impressive sports marketing strategies to date. The hidden gem? Kith delves into Knicks history, spotlighting exclusive designs from the visionary behind the team’s iconic ‘triangle logo.’ This marketing case study explores Kith’s latest collaboration with the New York Knicks, its standout marketing approach, and how a strategic loss leader generated over $1.95 million aftermarket business overnight. 

Kith’s 14-Year History with the New York Knicks

Since it’s founding in 2011, Kith has been recognized for its influential roots within hip-hop, sneaker, and streetwear circles. The brand’s styles, product collections, and even its marketing often pay homage to city that raised them. Whether it was utility cargo pants or partnerships with Nike and Asics, Kith has consistently provided its customers with what they’re looking for, which has helped them to grow into a nine-plus figure business. 

Kith’s initial partnership with the Knicks didn’t happen until nine years later, in 2020, when the franchise came to Fieg to design a City Edition jersey for the 2020 NBA season. Once the initial contact was formed, relations quickly grew as Fieg began forming new projects surrounding the Knicks, particularly product collections they would sell in limited quantities. Fieg’s first collaboration was nothing short of excellent, with the entire collection selling out, and even having Knicks legend Amar'e Stoudemire model the entire product line. 

“Everything that I take on I give my all, and this has been an incredible opportunity for me, but I fee like the Knicks will benefit from being able to have consistency across the area of their brand.” - Ronnie Fieg  

Fast forward to 2022, Ronnie Fieg has turned his relationship with the Knicks into a profession, becoming the first Creative Director in franchise’s history. Since starting his new role, Ronnie Fieg has done several Knick-themed product lines with Kith, collaborated with Carmello Anthony, and has started a new tradition called ‘Kith Night,’ a Kith-themed New York Knicks game that takes over Madison Square Garden for one home game during the NBA season. ‘Kith Night’ began in 2022, and has returned for its third time when the Knicks played the Milwaukee Bucks on November 8, 2024. 

Michael Doret: The Visionary Behind the Knicks’ Iconic Branding

The centerpiece to Kith’s marketing campaign with the Knicks was Ronnie Fieg's interview with legendary graphic designer, Michael Doret. Doret, a Brooklyn native, has built a one-of-a-kind graphic design resume that features multiple KISS album covers, multiple TIME magazine covers, and even the New York Knicks iconic triangle logo. The inspiration came from the team’s iconic triangle offense, a dominant force that wreaked havoc in the NBA during the 1990’s. During Fieg’s interview, Doret had this to say about what inspires him:

“It all goes back to growing up in New York City. I lived near Coney Island, and all the incredible graphics you were surrounded with there. My dad worked in Times Square, and I would go there as a little kid and just be surrounded by the incredible signage. It was incredible in a much different way than what we know of Times Square today.” 

The hidden gem in Kith’s latest collection is their use of Doret’s archived designs into their product line. From coveted pieces to widely available accessories, Ronnie Fieg and Kith made sure to display the never-before-seen work from Michael Doret, and would even go the lengths to have him as a special guest for a special event…but more on that soon.

Kith’s Latest Collection With The New York Knicks

Fieg’s latest installment with the Knicks released on Friday, November 8, which was the same day ‘Kith Night’ was held at Madison Square Garden. The collection featured everything from jackets, hoodies, shirts, to teddy bears, rugs, a pop-a-shot, and even car air fresheners for those die-hard Knick fans. No matter if it’s a blissful summer or a brutal New York winter, Kith made this collection so that anyone can wear anything at anytime during the year - but no telling what that air freshener smells like, hopefully not sweat from the court. 

Along with versatility, Kith’s latest collection is a masterclass of combining two New York meccas: streetwear and basketball. The New York Knicks are the heartbeat to the city, despite what the finance bros tell you about the stock market. When the team does well, like how they did last year, the streets are electric, and everyone comes together to unite under one mission: to win. Kith’s ‘Just Us’ motto certainly fits in well with New York City’s charisma, and it’s definitely a factor in why the marketing campaign for this collection exceeded everyone’s expectations. 

Kith’s Successful Marketing Strategies

Marketing isn’t new to Kith; in fact, it’s played a pivotal role in the company’s success. But this wasn’t any other campaign, not even a seasonal product line. This was ‘Kith Night.’ A night under the brightest lights on the biggest stage, and Kith didn’t disappoint. Here are the notable marketing strategies that made this year’s Kith Night a night to remember:

7-Figure Loss Leader: Kith blanked every seat in Madison Square Garden with a free ‘Kith Night’ t-shirt, totaling to over 19,500 shirts for fans. While they were free at the game, Kith’s shirts quickly hit platforms like StockX and are reselling for ~$100 dollars. Moreover, this loss leader to get people in the door turned to 1.95 million dollars of aftermarket business overnight, making it one of the most sought after loss leaders in the history of sports. 

Emphasized Exclusivity: While Kith’s product variance stretched far and wide, it wasn’t very deep with quantity. Most of Kith’s product collections trend towards limited releases, incentivizing customers and fans to act quickly should they wish to purchase the items they want. Especially for its project with the New York Knicks, Kith attracted its largest net of customers by creating pieces that ranged from as little as ten dollars all the way up to $1,350 dollars.

Leveraged Event Marketing: There’s arguably no greater event to help promote your product line than a New York Knicks game, and since the project was about the franchise, it made the campaign that much sweeter. Knicks games not only bring in millions every night, but exponentially more exposure and brand awareness. Even if fans didn’t buy a Kith product that night, they certainly walked out of MSG knowing what Kith is, what they represent, what they sell, and why fans resemble Kith more than they thought.

Nailed Influencer Marketing: Like previous collaborations, Kith teamed up with Knicks players to debut the collection. However, instead of one player, Fieg had the entire Knicks starting lineup - Jalen Brunson, Josh Hart, Mikal Bridges, OG Anunoby, and Karl-Anthony Towns - debut the collection. The scrappy, yet charismatic swagger the team carries compliments Kith’s brand image and messaging perfectly, making this a no-brainer addition to the team’s marketing blueprint.

Surround-Sound Buildup & Anticipation: Between Kith, Ronnie Fieg, and the Knick’s social platforms, the brand’s latest marketing campaign reached over 11 million combined followers and captured the collection in a series, videos, and interviews. With social efforts starting weeks before the release, and providing behind-the-scenes looks at the production, Kith successfully kept customers and fans on the edge of their seats in anticipation for November 8. 

Exclusive Access: Kith x Chase Lounge

Kith partnered with Chase to host an exclusive event prior to tip-off against the Bucks. MSG’s Chase Lounge included a meet-and-greet with Knicks alumni, a book signing with Michael Doret - the designer of the Knicks’ triangle logo - in-area exclusive products, and a special Kith treats pop-up where customers could enjoy complementary dessert. This lounge was available via reservation on a first-come, first-serve basis for ticketholders. 

Post Copy: We’ve also partnered with Chase to host a special event prior to tip-off in the arena’s Chase Lounge. This includes a meet-and-greet with Knicks alumni, a book signing with Michael Doret—the designer of the Knicks logo and the inspiration for this year’s Kith for Knicks collection—in-arena exclusive products, and complimentary Kith Treats such as Josh Hart’s new ice cream special, The 3 of Harts. The Chase Lounge is accessible via reservation only, on a first-come, first-served basis for ticketed attendees. View our Story for more info on how to sign up.

Exclusive events like this not only attract the loyal Kith fans, but also those who appreciate the game of basketball and rich history of the New York Knicks. The Chase Lounged elevated Kith’s marketing campaign to another level by incorporating an additional layer of exclusivity that only ticketholders could experience - and no one else. It’s not everyday that you can meet Knick legends while enjoying a Kith-themed ice cream, but that’s the nature of the beast.This historical night encapsulated the past, present, and future of both streetwear and basketball like never before, and those that were able to participate experienced a small slice of history that may never be forgotten. 

Conclusion 

Kith’s success at a brand is rooting within their proven track record of wildly successful marketing campaigns and targeted messaging. Between an omni-channel marketing blueprint, mastered influencer marketing, and deliverables that attacked from different angles - like the interview with Doret - Kith prevailed with one of the greatest sports marketing campaigns to date, and it’s not even close. Knicks fans aren't just about the product, they’re about the story. They’re ride-or-die fans that will sink with the ship when the team isn’t playing well. But when they are? Watch out. Anything can happen when there’s a mad house in Madison Square Garden, and it's only the beginning of another wild season.