Synergy Defined: Pitbull Partners with Playboy

By Courtney E. Smith

Pitbull will soon launch a new video for “Wild Wild Love” that was shot in the Playboy Mansion. It is, apparently, only the first of many collaborations to come between the Playboy brand and Pitbull.

In an announcement released by Playboy Enterprises today (March 24), the company revealed that they’ve “entered a strategic partnership” with the pop star, that is “designed as a creative cross-pollination between the worlds of Pitbull and Playboy, will feature a variety of content, experience, and product-related initiatives.”

It looks like we can expect potential Playboy integration into Pitbull’s tour, some Pitbull pit stops at the Playboy mansion and new content featuring Pitbull on the Playboy magazine and digital platforms. Hopefully that includes some Pitbull guest spots in the Playmate fold-outs. The options on this one for Mr. Worldwide go from titillating to blue to positively adult.

For Playboy, the partnership is an interesting play. The brand has faced some difficulty. Forbes featured new CEO Scott Flanders’ plans to remake it as a lifestyle brand, with focus on licensing deals. Yahoo! Finance asked if the brand was disappearing entirely after a late 2013 corporate ratings downgrade. And Branding magazine featured their attempts to court a younger audience — a partnership with Pitbull seems to be the first musical step in that direction.

The deal, which also happens to coincide with the 60th anniversary of the Playboy brand, was hailed by the company. “Today we’re taking a big step in re-interpreting our enduring brand for a new generation by welcoming [Pitbull] into the fold,” said Playboy CEO Scott Flanders. “His magnetic energy, charisma and style combined with his clear talent as an entrepreneur exemplify the aspirational lifestyle that defines our brand.  We’re looking forward to doing some great things together.”

Pitbull(Courtesy Chapman Baehler for Playboy)


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