Are Partnerships the New Black? The Guardian Thinks So.

Broadway has long recognized the value of brand partners to extend the promotional spend for a show – as The Guardian writes, “Companies, usually those with considerable cultural clout of their own, amplify it by partnering with each other.”  This article provides some examples of successful partnerships between fashion brands, retailers and publishers on the heels of the announcement from Virgin Galactic that they are teaming up with Japanese designer Yohji Yamamoto and Adidas’ label Y-3 to create apparel for the astronauts piloting these future space flights.


The Guardian writes that when “it’s harder than ever to attract and retain shoppers, the most sustainable version of business success is to work with those who serve the same customers as you.”  And as we know, that’s just as true for Broadway shows!