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Brief Published: 19 Jul 2012

12Society: Subscription-Based Retail for Sports Fans


12Society: Subscription-Based Retail for Sports Fans
Capitalising on the excitement surrounding the upcoming London 2012 Olympic Games, US-based curated subscription service 12Society has launched a male-oriented lifestyle service that sends users four to six items (valued at about $125) for $39 per month.
The items, which range from sports equipment to electronics and clothing, are chosen by six curators, who are professional athletes or musicians. The site expects more athletes,musicians and pop culture tastemakers to come on board in the coming months.
Current staffers include basketball players Blake Griffin and Kevin Love; baseball pitcher Tim Lincecum; American football player Michael Strahan; rapper Nasir “Nas” Jones; and comedian, rapper and TV host Nick Cannon, who co-founded the site.
Many brands have leveraged influencers to market their products, but few have commandeered a team that crosses sectors in this way. For Nas, the service extends music lyrics into commerce. “It comes from music. It comes from me talking about certain kicks and sneakers I might like,” he told MTV News on Tuesday (July 17). “With 12Society, you don’t have to just listen to me talk about a certain shirt: you’ll get that.”
The framework of 12Society also encourages “micro-endorsements”, where smaller, less-established brands can gain distinction by being placed in a celebrity-curated box. The endorsements could bring a level of visibility to smaller or new brands that they would not otherwise have been able to achieve.

For more on subscription-based retail services, see the report Subscription Shopping and the following threads: Walmart’s Subscription-Based Food Service, Frank & Oak: Curated Menswear and Subscription-Based Book Publishing.