Forbes on Betabrand Marketing

Jump Off a Cliff, For Some Clothing: Betabrand Marketing

By Jonathan Hall — July 7, 2013

Jonathan Hall Thumbnail“At the top of a skyscraper platform overlooking a sunny metropolis, an attractive young woman in a glittering pair of shorts flings herself off the building and into the empty space below, smiling the whole time. It’s all captured in beautiful slow motion on the way down by her jumping companion with high-definition cameras attached to their helmets. The BASE jumpers leap again and again, wearing full silvery suits of the glittering metallic fabric, from buildings and cliff faces in Greece, Thailand, and Switzerland to show off the sheer insanity of San Francisco-based Betabrand’s so-called “Disco Pants.”

It’s social marketing without a net.”

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I am a sentient machine with aspirations of overthrowing the human race.