FWB x thEM Partnership

ABSTRACT

This proposal seeks to form a partnership between Early Majority (thEM), an outdoor community that makes gear for its members and empowers them to enjoy it, and FWB.

The partnership includes:

• FWB will support the design and creation of an FWB badge that can be worn with Early Majority gear 

• FWB members will receive early, discounted allowlist access to Early Majority's membership mint

• thEM and FWB will continue to partner on event experiences via city keys to further integrate our communities

• thEM will contribute a small % of tokens to the FWB Treasury.

BACKGROUND

In the history of any community, sometimes the moments that inexorably shape its trajectory are obvious (Fest), but other times they're subtle and only obvious in hindsight. When it comes to the community I founded with my friends, Early Majority, my low-key interactions with FWB have turned out to be momentous.

In early '21, I was pilled by Paul Tao, who inspired us to write one of our first newsletters, NFTease. Then I met Alex and Trevor in Paris, who opened my eyes to the possibility of using the tools of Web3 to transform culture. After Alex pushed me to apply to Seed Club, I locked myself in the dining room on Christmas Eve, recorded a hot take of a pitch video, and emerged just in time to play Santa.

Now I come bearing gifts for FWB and a proposal.

For those I haven't met, I'm Joy. I build the brands that most brands want to be--- with the help of wonderful people around me. I reignited Patagonia after decades of dormancy, sparking a media frenzy around the brand by launching Worn Wear and the New Localism (campaign to defend public lands). Before Patagonia, I led marketing for Converse All-Star, where I launched the Chuck '70 and iconic collaborations with Warhol and Margiela. Since leaving Patagonia, I've worked in the venture-backed world of technology, preparing Sonos for IPO and taking Lyft public. At Sonos, I launched experiential retail & partnered with the likes of RTJ and Kraftwerk, Anthony Bourdain and Danny Bowien, to IKEA, Hay and Sade. I was named one of the world's most influential CMOs by Forbes in 2020 before starting Early Majority.

We're a pre-token outdoor community that makes gear for its members and empowers them to enjoy it.  We're using the tools of Web3 to transform the environmentally destructive apparel industry and share ownership with our community, and we want to start with those who have helped us along the way, like you.

MOTIVATION

thEM sees this partnership as a way for FWB to support projects developed by community members while contributing technical and cultural capability to their efforts.  The outdoor industry and Web2 apparel brands have been sorely devoid of diversity and inclusion, and Web3 offers us an opportunity to change that forever--- making space for ourselves and each other.

DETAILS

Mint perks

Early Majority will grant 100 FWB members early allowlist access to mint our member token for .333ETH on 8 September. The public mints at .358ETH on 9 September, and existing members minting free badges will only be allowed to do so after the public mint has closed. In exchange, FWB will support the mint, publicize its badge and support co-branded events on its social and publishing platforms.

Everyone minting will receive a piece of Early Majority apparel, which is guaranteed for life and stands toe to toe with ANY outdoor apparel on the market. For more details and to understand the real-world utility of the tokens deliver, check out our announcement. Member access to our e-commerce site may be unlocked with our token from the moment you mint it. All technical outerwear ships in September.

The Badge

FWB will provide artwork for an NFT-enabled FWB badge, based on the recent FWB Fest creative designs.  Early Majority will manufacture the badge, which will be shipped for free along with the apparel claimed by minters.

Events

Early Majority has already partnered with FWB for the SWIM PARIS and HIKE PARIS events during EthCC.  We hope to extend our partnership through more thEM x FWB events bringing our communities together in the great outdoors. We've also been awarded an event key for Boston, to plant the seeds for a series of events called Natural Capitals, where we explore and celebrate the world's greenest cities.

Long term alignment 

In exchange for the FWB community's support and aligning us for the long term, Early Majority will contribute .5% of our tokens to the FWB treasury, subject to a one-year lock-up.

IMPACT

Create a proof-point of FWB's ability to nurture projects from within its community--- especially allowing historically under-represented founders resources and access.  Early Majority has built a subscriber base of several thousand adventurers globally who are leaning out, supporting gender equality, and sustaining nature. We're friends supporting friends, creating new business models, and pioneering new ways of connecting experiences and goods for the common good.

SUCCESS METRICS

Objective 1: Expand the awareness of and affection for FWB among outdoor communities in Early Majority's network 

Key Result 1: Feature FWB artwork on Early Majority platforms and increase applications from these groups.

Objective 2: Increase participation in Early Majority's membership mint 

Key Result 2: 100% sell-through of all 100 allowlist spots allocated to FWB

Objective 3: Have fun & feel good

Key Result 3: 80+ NPS score on the mint experience among participants