By Hannah Bowler

Paris Fashion Week might seem like an unlikely place for an audio company to launch its latest product, but for Bose’s marketing chief Jim Mollica, fashion perfectly aligns with his plans to root the brand in culture.

Kith is the uber-cool lifestyle brand founded by Ronnie Fieg that counts Adidas, New Balance and Birkenstocks as its collaborators. It is also the brand that Bose selected as its first fashion partner, working together on a co-branded headphone release.

Launched during fashion week, the Kith Open Earbuds sold out within minutes and Bose chief marketing officer Jim Mollica declared the fashion week stunt “a Read full story ›

Source: The Drum