The activewear brand 437 successfully turned an organic viral moment into a strategic marketing opportunity by collaborating with influencer Manana Arakelyan after her video featuring their pieces gained attention. Following her viral fame, the brand not only restocked sold-out items but created an 11-piece capsule collection inspired by her style, highlighting the importance of authenticity in influencer marketing. Founders Hyla Nayeri and Adrien Bettio emphasized that modern consumers prioritize genuine representation in branding, making real connections more impactful than traditional advertising approaches.
Organic social media moments like Manana's viral video prove that authenticity drives culture. Consumers today don't just want to buy into a brandâthey want to see themselves reflected in it.
Recognizing the organic enthusiasm, 437 founders Hyla Nayeri and Adrien Bettio knew they had to capitalize on it. Instead of just bringing back sold-out pieces, they collaborated directly with Arakelyan.
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