Over the last 20 years, Daymond John has evolved from one of the most successful fashion icons of his generation to a highly sought after branding expert, author, consultant, and as a speaker in business and motivational genres.
Daymond’s creative vision and strong knowledge of the marketplace created one of the most iconic fashion brands in recent years. FUBU, (“For Us By Us”), represented a lifestyle that was neglected by other clothing companies. Realizing this need in the marketplace, Daymond helped to create the untapped urban apparel space. Daymond recruited some of his neighborhood friends and FUBU was born. The brand hit a tipping point when Daymond convinced Hip-Hop superstar, LL Cool J, to wear FUBU for a promotional campaign.
FUBU gained nationwide exposure when Daymond and his partners traveled to the industry trade show Magic in Las Vegas. Despite not being able to afford a booth at the event, the FUBU team showed buyers the distinctively cut, vibrantly colored sportswear in their hotel room. The company came back to Queens with over $300,000 worth of orders.
With the brand transcending into the mainstream markets, at its peak FUBU recorded annual sales of $350 million, placing it in the same stratosphere as designer labels such as Donna Karan New York and Tommy Hilfiger. FUBU quickly became an international success and, in 2001, it grew almost 75 freestanding stores around the world. Daymond also acquired several other apparel companies that appealed to different consumer bases. Acquiring and operating so many diverse products slowly made John an expert in marketing and branding.
In 2005 Daymond entered the literary world with his first book Display of Power: How FUBU Changed A World of Fashion, Branding, And Lifestyle. Daymond followed up with his second book, The Brand Within: How We Brand Ourselves, From Birth To The Boardroom, which examines the loyal relationships companies seek to establish with the public by attaching celebrities to their brands and the instantaneous impulses consumers exhibit when purchasing a product.
In 2009, John joined the cast of the ABC entrepreneurial business show, Shark Tank. As one of the “Sharks”, Daymond and four other prominent executives listen to business pitches from everyday people hoping to launch their company or product to new heights. Investing his own money in every project, Daymond partners with the entrepreneurs. Millions of viewers tune into the show as Daymond demonstrates his marketing prowess and entrepreneurial insights, which have earned him his nickname as “The Shark.”
Due to the increasing amount of requests from major companies, Shark Branding was formed to consult companies on innovative strategies to connect with their consumers more effectively.
In recognition of his contributions to fashion and business, Daymond has earned some of the country’s most prestigious awards including: Brandweek “Marketer of the Year,” the Advertising Age “Marketing 1000 Award for Outstanding Ad Campaign,” Crain’s New York Business “Forty Under Forty” and Ernst & Young’s “New York Entrepreneur of the Year Award.”