BÉIS new summer launches highlight the Airport Dad and its Essentials edit. The Airport Dad Father’s Day campaign highlighted the brand’s core collection and its seamless wearability for men. The campaign was a perfect segway into the brand’s Essentials Edit launch, which introduced the new small Carry-On Roller and a color extension for more of its core offerings in these gender-neutral colorways such as Maple and Olive. These colorways were modeled in the Airport Dad campaign and now you can complete your set with other BÉIS bestsellers in a matching shade
The Airpot Dad campaign landed before Father’s Day celebrating the quintessential airport dad rather than poking fun of the father who insists on arriving hours early, perhaps with a printed itinerary in hand, shouldering the family’s baggage . To bring this creative idea to life, the viral lifestyle brand teamed up with social media PR guru, Robyn DelMonte, better known as GirlBossTown on TikTok. DelMonte, who dubbed herself “the internet’s agent,” was onboarded onto the campaign and has debuted her first official GirlBossTown Stamp of Approval. The collaboration originated from her TikTok about a BÉIS airport dad, posted almost a year ago, which instantly caught the brand’s attention as they were planning this project. She worked closely with BÉIS’ creative team through every step of the process, including the casting of NFL Player Isaac Rochell as one of the faces of the campaign. A new father who effortlessly embodies the stereotypical dad style with charm and humor, Rochell’s engaging authenticity further amplifies the campaign theme.
“I’ve been dreaming of ways to highlight the male community in a fun and engaging way for years, so when I saw Robyn’s video in our tagged posts, I knew it would be the perfect moment to make this story come to life. The airport dad is habitually cast as an underdog, and we loved the way Robyn’s idea brought positivity to this character. Robyn is very tapped in to internet and consumer culture and her vision totally aligned with our brand, so it was a natural pairing!” exclaimed Shay Mitchell, founder of BÉIS. “ Robyn came in with tons of ideas, from engaging content concepts to copy and even a vision for specific shots. By tapping other influencer talent to bring the campaign to life and really focusing on the little details that make airport dads so relatable, she helped us tell a story that truly resonated across the BÉIS community.”
The collaboration with DelMonte further exemplifies BÉIS’ commitment to listening to consumers and immersing itself in culture. By partnering directly with a longtime admirer who represents the consumer’s voice, the brand is storytelling through a new lens. BÉIS distinguishes itself from competitors by strategically living on social media to shape category trends inspired by consumer desires. Known for its creative marketing, clever messaging and engaging creative assets, BÉIS resonates with its audience and continues to attract new followers. “The concept came to me when I realized all the traits the ‘airport dads’ are criticized for in the viral internet trend are qualities people admire and seek in every other setting,” said Robyn DelMonte.
“Being prepared and having a strategic plan in a stressful environment doesn’t seem like the worst thing in the world, right? That’s when I decided that ‘The Airport Dad’ needed better PR, and my ‘Reintroducing the Airport Dad’ idea was born! Working with a brand I admire, like BÉIS, to execute my ideas on a large scale feels like the happy ending to my social media Cinderella story. It reassures me and my followers of the power of sharing your ideas online and hopefully pioneers a new way for brands to work with creators!”
Mitchell’s keen eye for connecting and scaling with community has led to BÉIS’ unprecedented growth surpassing a quarter billion dollars in less than five years. Entering its next chapter of growth BÉIS has appointed Adeela Hussain Johnson as its new CEO. As a founding member of BÉIS, Adeela has built and led the organization alongside actor and entrepreneur Shay Mitchell. Her keen ability to identify market opportunity, create a strategic vision to capitalize on growth, and build an infrastructure to scale quickly and responsibly. Over the course of her career, Adeela has served in leadership roles at a range of businesses from large Fortune 50 companies like Target and Ameriprise Financial to pre-revenue start-ups.
