ASH x SELENA GOMEZ x COACHELLA
Selena Gomez x ASH at Coachella
Objective: Secure an A-list celebrity to wear the ASH brand during Coachella 2017.
Strategy: Wetherly was tasked with finding the right celebrity to align with who embodied the ASH spirit and could also get substantial pickup in the press by wearing.
Tactics: Wetherly used our direct relationship with Selena Gomez’s stylist to have him choose key SS17 styles as options for her to potentially wear to the festival. All shoes selected were gifted and included in Selena’s suitcases for final outfit options. Selena ended up wearing the ASH NICKY BIS white sneakers on two different occasions during Coachella; the images were used for press pitching and covered by major outlets including Vogue.com, HarpersBazaar.com, TeenVogue.com, InStyle.com, WhoWhatWear.com, TheHollywoodReporter.com, and many more. Through our outreach, Wetherly was able to garner almost 300 million media impressions for the brand so far.