From Copenhagen to Global Stars’ Instagram Feeds
🇩🇰 Du finder den danske version af denne artikel her.
KSI, Drake and TJ Edwards – what do they have in common?
Over the course of just a few days, the Danish fashion brand Les Deux has appeared on a number of high-profile international figures.
The brand has been widely exposed across Instagram, including on Drake’s account with its 142 million followers, as well as through KSI, Chicago Bears player TJ Edwards and cricketer Shubman Gill.
Gill, in particular, is regarded as one of the most promising young batters in world cricket today, with close to 18 million followers of his own.
The intersection of sport, music and cultural figures wearing Les Deux has long been one of the brand’s key growth drivers. Unlike many fashion brands, however, paid exposure has never been part of its strategy.
According to our information, that remains the case here. The appearances have been entirely organic, with no outreach from the brand itself. No campaign. No sponsorship.
Quantifying the value is difficult, but a single image featuring a Les Deux cap has already attracted more than one million likes, alongside extensive engagement in the comments.
The impact is undeniable when content reaches millions of followers through some of the world’s most recognisable names.
"All exposure has been entirely organic"
Vis dette opslag på Instagram
Vis dette opslag på Instagram
One of many developments from Les Deux
This is just one of several developments surrounding Les Deux at the moment, as the brand looks ahead to another year of growth and strong results.
On its home turf, Les Deux recently extended its partnership with F.C. Copenhagen, which faces two major Champions League fixtures this January: a home match against Italian champions Napoli, followed by an away game against the European powerhouse FC Barcelona.
Meanwhile, the brand has signalled further expansion in the UK and opened a new flagship store in Paris, strengthening its presence on international markets. (Read more about the UK here & learn more about Paris here.)
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