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We investigate the significance of the first hip-hop ambassadorship story, and how that has contributed to the rise of the hip-hop genre and the popularity of streetwear.

4SE Material is a podcast series in which we explore some of the many stories at the intersection of four key pillars: sport, entertainment, lifestyle and culture.

In this episode, Leaders' Jade Amies explores the world of hip-hop, sportswear, streetwear, and where they overlap. How does sportswear and hip hop tie into the rise of the streetwear aesthetic? What role did ambassadorship deals play? And there any pitfalls of these deals for either party?

Throughout the episode, we seek to answer these questions with the help of three experts: To help us understand hip-hop culture and its history we spoke to Dr Todd Boyd aka Notorious PhD, the Katherine and Frank Price Endowed Chair for the Study of Race & Popular Culture and Professor of Cinema and Media Studies in the USC School of Cinematic Arts; to explore the impact of well-selected ambassadorships we have Broderick Hicks, Senior VP and Head of EMEA at Wasserman; and to offer an informed perspective on fashion, streetwear, and how fashion executitives think, we spoke to we approached Minal Malik, Fashion Entrepreneur and Fashion Marketing Lecturer at London of College.

This podcast is brought to you by 4SE, in association with our founding partners, Constellation Brands and Nielsen, and in collaboration with Leaders’ sister companies SportTechie and Sports Business Journal. 4SE is a collection of social and content experiences for leaders seeking to explore the growing intersection between those four pillars, and create opportunities to align and collaborate. Our pilot event experience took place with a select group of executives from sport and entertainment back in May. It’s set to become an annual fixture every year, with our big launch to take place in May 2023 in New York City. For more information, please visit https://4-se.com/.