Brooklyn-based boutique lifestyle agency TheGoodLife! specializes in seamlessly blending top-tier marketing opportunities into experiences that look and feel like play more than they do work; after all their mot-to is #WeMakeItNice!
The agency’s most recent activation, The Goodlife! Hideout, brought them to Aspen, Colorado, where they applied their unique expertise along the cross section of action sports and urban culture to the Winter X Games. One of the industry’s tent-pole events, Winter X is an important activation opportunity but also one where it’s easy to get lost in the shuffle.
Avoiding the shuffle altogether has been the key to The- GoodLife! Hideout’s success. Debuting the concept two years ago, The Hideout provides A-list athletes, musicians, image makers, and industry personnel a place of respite away from the crowds and marketing mania of X Games, which then in turn creates a market- ing opportunity all its own. Within the Hideout’s cap- tive environment, TheGoodLife! carefully curates brand partners that will only enhance not distract guests. Past Hideouts featured onsite tattooing by Oliver Peck and haircuts from Frank’s Chop Shop, hospitality sponsors like Sailor Jerry and PBR and guests ranging from Olympic medalists to Santigold, Diplo, and Bun B.
For TheGoodLife! Hideout 2015, the agency partnered with global fabrication giant Avery Dennison to create a custom apparel pop-up shop on premises. Collaborating with Avery Dennison to create a vast array of The- GoodLife! branded photo transfers from photographers Ricky Powell, Dean Blotto Gray, Cole Barash, Laura Austin, Craig Wetherby, Eddie Grams, Meg Haywood Sullivan, and Gabe L’Heureux, as well as custom patches, fonts, emojis and more, TheGoodLife! was able to promote their own brand while introducing Avery’s capabilities to the snow sports world and stoking out the who’s who of Aspen in the process. Just a handful of people who customized The GoodLife! apparel at the Hideout include X Game gold medalist snowboarders Danny Davis and Mark Mc Morris, Olympians Louie Vito and Hannah Teter, ESPN personalities Jack and Luke Mitrani, pro surfer Coco Ho, musicians Jahphet Landis aka Roofeeo (TV on the Radio), TJ Mizell (A$AP Ferg) and many more.
In addition to the Custom Shop, TheGoodLife! hosted a gifting suite onsite at the Hideout in partnership with headphone and audio component brand the House of Marley and personal vaporizer brand G-Pen. Notable guests were gifted bluetooth speakers, headphones, and vaporizers upon completion of their custom appar- el, creating a takeaway experience like no other dur- ing X Games. Finally, a partnership Pacifico ensured all guests were properly refreshed throughout their visit to the Hideout.
TheGoodLife! was founded by Craig Wetherby and Tim Brodhagen in 2009 with the goal of bring- ing brands in action sports, entertainment, fashion, and music together to create experiences with 360 reso- nance for those immersed in those lifestyles and be- yond.