The company is also launching a capsule collection at NYFW: The Shows with proceeds supporting In the Blk.
“NYFW is another example of how we can come together and show up in a different way with how customers perceive us,” said Kevin Warren, chief marketing officer of UPS. “It’s not about just writing a check. This is something we’re going to lean on.”
Warren said small- and medium-size businesses, shortened to SMBs, represent the most profitable customer segment for UPS and the company’s strong performance in 2021 was driven by these smaller companies. But this segment was also most impacted by the pandemic, especially Black-owned businesses, which inspired UPS to launch an extension of Be Unstoppable called Proudly Unstoppable, an initiative supporting minority-owned businesses during the pandemic.
This collection furthers that cause. “I think that there is synergy to being good and moving goods,” said Warren. “We needed to update the middle model. This is a company that is very diverse.” Prior to this partnership with NYFW: The Shows, UPS promoted the Be Unstoppable initiative with tennis star and entrepreneur Serena Williams and reggaeton artist J Balvin, who took to TikTok to elevate Latin-owned SMBs. The company also touched down at ComplexCon as the official shipping partner, handling shipping for attendees and complimentary ground shipping for VIP ticket holders.
“We found that to really change the brand relevance of UPS is to meet consumers culturally where they are,” Warren said.
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