One of SSG’s all time favorite projects, Nickelodeon entrusted us with an 18 month lifestyle marketing collection centered around their flagship character property: Spongebob Squarepants. Although Spongebob is a property whose core consumer base is in the youth market, Spongebob has long been popular among many older style icons who still have an affinity towards the character. We leveraged Stadium Status Group’s relationships with some of todays leading style influencers to reinterpret the property through fashion, validating the relevance of the Spongebob property to Millennials and Verge Culture. Highlights include collaborations with Moschino x Jeremy Scott, Pharrell X Ice Cream, Theophilus London X LVRS and many others. 

We also took Spongebob into the experiential world, including activations in a Spongebob Hamptons house, where we bussed out over 150 of NYC’s most influential people to party to the tunes of Ali Shaheed Muhammad of A Tribe Called Quest and watch a live performance by Theophilus London, while swimming, drinking and eating the day and night away. SSG also produced a major Spongebob sculpture activation at Art Basel, one of our favorite events every year. 

All in, the 18 month project touched some of the worlds biggest fashion, music and art stars, was covered in everything from Vogue to Billboard to Hypebeast and was the initial project in what is now a 7+ year relationship with Nickelodeon and Stadium Status Group.