Founding FUBU is an original audio-driven project released on July 29, 2021 and starring Daymond John, star of Shark Tank, Founder and CEO of FUBU, nationally ranked speaker, and marketing & consulting award winner. As a public figure, his story has been shared in varying snippets across a variety of media, but the full story of how he created this globally impactful company from the ground up has never been shared in this capacity.

The objective was to create an all inclusive audio project that gave listeners an inside look at how Daymond's childhood shaped him into a driven entrepreneur; how he took that entrepreneurial spirit and broke down barriers designed to hold back minority business owners and fashion enthusiasts; and how he continues to grow as a business man, father, husband, and mentor to the next generation of entrepreneurs.

The choice to focus on audio was based on the intimate nature of listening to a firsthand account as well as the ability to incorporate music and score that fully immersed the listener. The idea was to let Daymond tell his own story in his true own words in an ongoing narrative, rather than creating a piece that just sounded like a typical interview. By including stories from all different stages of his life, Daymond's able to point to recurring themes, refer back to earlier stories that contributed to the outcome of later stories, and lay teasers for major moments in his life.

The strategy of launching this project was to focus on social media campaigns, a press tour including both podcast/radio and TV media, and a blog and email campaign. Teasers for the project's release began 5 months before the release date, and social media content leading up to and immediately following included video and audio clips from the project, archived interviews that were referenced in the project, footage that was exclusively released on social media, and an influencer campaign targeting music artists and personalities associated with the project. Media interviews were across a range of shows that targeted music lovers, business enthusiasts, minority entrepreneurs, and nostalgic FUBU fans. Blog and email campaigns focused on content-driven educational stories and reflections as opposed to strictly view-pushing content.

Founding FUBU was created remotely from an in-home studio built and designed specifically for the project. Over the course of 4 months, production held recording sessions with Daymond that prompted him to share never-before-told stories. There was no script or hard outline to follow so that the stories would remain authentic and include personal reflections that would not have been possible to instigate otherwise. These sessions were then transcribed and each individual story was put into the section of the project that made it the most impactful. A unique musical score was created and mixed into the audio along with personalized testimonies from a variety of public figures (including Rev Run, Steve Harvey, and Tiffany Haddish) who had first hand experience with FUBU's impact. Relevant music samples were also incorporated into the work and used to emphasize different points throughout the storytelling.

The project was released on July in 2021 and named a Best of the Year for the platform's entire catalogue of over 200,000 audio programs. On social media, impressions and engagements on clips from the project amassed within the hundreds of thousands. The project was selected for multiple nation-wide digital ad campaigns for the hosting platform and Daymond was asked to participate in an additional national campaign for an additional top audio streamer that pulled from Founding FUBU to create the content. FUBU itself benefitted from the popularity of the project and created a collaboration line with a top clothing retailer in the teen and early 20s market.