Mother New York is taking an equity stake in the startup Snapbac, which makes wearable technology designed to help athletes recover on rest days.
The ad agency will act as a collaborative partner for investment, market research, brand and business strategy, as well as design and creative work.
This partnership is not unusual for the creative agency, says Peter Ravailhe, CEO, Mother NY.
"This is one of Mother’s best kept secrets. Across our offices in London, New York and Buenos Aires, we directly manage and/or have interests in over a dozen companies ranging from our own brands and IP to other forms of creative service companies, which represent the broader creative community."
Mother’s current portfolio includes over a dozen investments in consumer brands, creative service agencies, entertainment properties and intellectual property. "We do not discuss our holding interests in any of Mother’s investments, but generally we have a significant or a majority holding in our investments and partnerships across Mother’s global portfolio."
This particular opportunity came through a relationship with one of Snapbac's board members and key advisors. Plus, CEO Ravailhe is a former professional rugby player who is interested in sports and wellness. "Our independence has truly enabled us to look at our business model and partnerships differently," says Ravailhe.
"In doing so, it has made us better day-to-day partners with our advertising clients as we see the world through their lens as business owners — we understand how creativity can be the catalyst to a brand’s growth and impact in culture."
To help launch the brand, Snapbac is hosting a pop-up store at 188 Lafayette St. in New York City through late November. It will host a series of events with influencers throughout diverse fitness communities.