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Publications

Publications

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    • Faculty Publications  (11)

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    • All HBS Web  (43)
      • Faculty Publications  (11)

      Celebrity EndorsementRemove Celebrity Endorsement →

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      • May 2024
      • Teaching Note

      The Meteoric Rise of Skims

      By: Ayelet Israeli, Jill Avery and Leonard A. Schlesinger
      Teaching Note for HBS Case No. 524-023, "The Meteoric Rise of Skims." View Details
      Keywords: Brand; Branding; Direct-to-consumer; DTC; Influencers; Influencer Marketing; Fashion; Growth; Direct Marketing; Influence; Reputation; Social Influence; Consumer Goods; Consumer Products; Female Entrepreneur; Female Protagonist; Entrepreneurship And Strategy; Brand & Product Management; Competitive Advantage; Online Followers; Retail; Retail Formats; Retailing; Online Retail; Celebrities; Celebrity; Celebrity Endorsement; Go To Market Strategy; Apparel; Startup Marketing; Startups; Brands and Branding; Growth and Development Strategy; Growth Management; Distribution Channels; Digital Marketing; Advertising; Power and Influence; Social Media; Fashion Industry; Apparel and Accessories Industry; Consumer Products Industry; United States
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      Israeli, Ayelet, Jill Avery, and Leonard A. Schlesinger. "The Meteoric Rise of Skims." Harvard Business School Teaching Note 524-067, May 2024.
      • May–June 2024
      • Article

      What Makes a Successful Celebrity Brand?

      By: Ayelet Israeli, Jill Avery, Leonard A. Schlesinger and Matt Higgins
      Celebrities have shifted from endorsing established brands to being influencers for established brands to drawing on their influence to create brands themselves. The authors examine what it takes to make celebrity brands work. View Details
      Keywords: Celebrities; Celebrity Endorsement; Celebrity Management; Celebrity; Direct To Consumer Marketing; DTC; Influencer Marketing; Influencers; Influencer Advertising; Influencer; Brands and Branding; Product Marketing; Power and Influence; Advertising; Social Media; Consumer Products Industry; United States
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      Israeli, Ayelet, Jill Avery, Leonard A. Schlesinger, and Matt Higgins. "What Makes a Successful Celebrity Brand?" Harvard Business Review 102, no. 3 (May–June 2024): 50–55.
      • February 2024
      • Case

      Adventures Inc: 21st Century Brand Building

      By: Boris Groysberg and Sarah L. Abbott
      Founded in 2020, Adventures worked with celebrities in Brazil to create and launch digitally native brands. The idea was to match the celebrity’s skill in creating content and entertaining fans with Adventures’ skill in consumer packaged goods marketing and operations.... View Details
      Keywords: Digital Brand; Influencer Marketing; Growth And Scaling; Capital Constraints; Brand Portfolio Strategy; CPG; Start-up; Celebrity Endorsement; Digital Marketing; Growth and Development Strategy; Entrepreneurship; Advertising; Social Media; Business Startups; Joint Ventures; Brands and Branding; Brazil
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      Groysberg, Boris, and Sarah L. Abbott. "Adventures Inc: 21st Century Brand Building." Harvard Business School Case 424-065, February 2024.
      • September 2023
      • Case

      The Meteoric Rise of Skims

      By: Ayelet Israeli, Jill Avery and Leonard A. Schlesinger
      Since its founding in 2019 by Kim Kardashian and Jens Grede, Skims, a solutions-oriented brand creating the next generation of underwear, loungewear, and shapewear with an eye toward body-type and skin-tone inclusivity, has experienced a meteoric rise. Kardashian, who... View Details
      Keywords: Brand; Branding; Direct-to-consumer; DTC; Influencers; Influencer Marketing; Fashion; Growth; Direct Marketing; Influence; Reputation; Social Inference; Consumer Goods; Consumer Products; Female Entrepreneur; Female Protagonist; Entrepreneurship And Strategy; Brand & Product Management; Competitive Advantage; Online Followers; Retail; Retail Formats; Retailing; Online Retail; Celebrities; Celebrity; Celebrity Endorsement; Go To Market Strategy; Apparel; Startup Marketing; Startups; Social Influencers; Brands and Branding; Growth and Development Strategy; Growth Management; Distribution Channels; Digital Marketing; Advertising; Power and Influence; Social Media; Fashion Industry; Apparel and Accessories Industry; Consumer Products Industry; United States
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      Israeli, Ayelet, Jill Avery, and Leonard A. Schlesinger. "The Meteoric Rise of Skims." Harvard Business School Case 524-023, September 2023.
      • April 2019 (Revised October 2019)
      • Case

      Sanjeev Kapoor: The Recipe for Success

      By: Boris Groysberg and Mahima Rao-Kachroo
      India's most recognized celebrity chef Sanjeev Kapoor has been an integral part of the country's food industry since 1993. As a celebrity chef, Kapoor enjoyed a 17-year run of his hit TV cooking show “Khana Khazana,” published more than 100 cookbook titles in multiple... View Details
      Keywords: Advertising; Business Ventures; Change; Decision Making; Entrepreneurship; Food; Leadership; Management; Markets; Media; Organizations; Ownership; Problems and Challenges; Quality; Relationships; Technology; Food and Beverage Industry; India; South Asia
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      Groysberg, Boris, and Mahima Rao-Kachroo. "Sanjeev Kapoor: The Recipe for Success." Harvard Business School Case 419-076, April 2019. (Revised October 2019.)
      • September 2016 (Revised April 2020)
      • Case

      Dwyane Wade

      By: Anita Elberse and Jennifer Schoppe
      In July 2016, while on his annual China tour to help promote the sportswear brand Li-Ning, basketball superstar Dwyane Wade and his long-time business manager, Lisa Joseph-Metelus, face a decision regarding one of his other business partnerships—that with the American... View Details
      Keywords: Branding; Fashion; Superstar; Celebrity Endorsement; Innovation; Creative Industries; Talent; General Management; Sports; Entertainment; Brands and Branding; Marketing; Management; Strategy; Personal Development and Career; Consumer Products Industry; Fashion Industry; Sports Industry; China
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      Elberse, Anita, and Jennifer Schoppe. "Dwyane Wade." Harvard Business School Case 517-035, September 2016. (Revised April 2020.)
      • June 2012
      • Article

      The Economic Value of Celebrity Endorsements

      By: Anita Elberse and Jeroen Verleun
      What is the payoff to enlisting celebrity endorsers? Although effects on stock returns are relatively well documented, little is known about any impact on sales—arguably a metric of more direct importance to advertising practitioners. In this study of athlete... View Details
      Keywords: Stocks; Value; Advertising; Sales; Brands and Branding; Decisions; Economics; Marketing Strategy; Investment Return
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      Elberse, Anita, and Jeroen Verleun. "The Economic Value of Celebrity Endorsements." Journal of Advertising Research 52, no. 2 (June 2012): 149–165.
      • November 2012
      • Case

      New Balance Athletic Shoe, Inc. (Abridged)

      By: H. Kent Bowen, Robert S. Huckman, Carin-Isabel Knoop and Matthew Preble
      Considers whether New Balance, one of the world's five largest manufacturers of athletic footwear, should respond to Adidas' planned acquisition of Reebok—a transaction that would join the second- and third-largest companies in the industry. Highlights the unique... View Details
      Keywords: Production; Competitive Strategy; Supply Chain; Brands and Branding; Apparel and Accessories Industry; Sports Industry; Retail Industry; Asia; United States
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      Bowen, H. Kent, Robert S. Huckman, Carin-Isabel Knoop, and Matthew Preble. "New Balance Athletic Shoe, Inc. (Abridged)." Harvard Business School Case 613-006, November 2012.
      • December 16, 2009
      • Guest Column

      Risks and Rewards of Celebrity Endorsements

      By: Anita Elberse
      Citation
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      Elberse, Anita. "Risks and Rewards of Celebrity Endorsements." CNN.com (December 16, 2009).
      • January 2009 (Revised March 2010)
      • Case

      LeBron James

      By: Anita Elberse and Jeff McCall
      In 2005, to the astonishment of many sports industry insiders, superstar basketball player LeBron James fired his agent and established his own firm, LRMR, to handle all aspects of his business ventures and marketing activities and named his childhood friend Maverick... View Details
      Keywords: Talent and Talent Management; Compensation and Benefits; Brands and Branding; Marketing Strategy; Sports; Sports Industry
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      Elberse, Anita, and Jeff McCall. "LeBron James." Harvard Business School Case 509-050, January 2009. (Revised March 2010.)
      • April 2006 (Revised June 2008)
      • Case

      New Balance Athletic Shoe, Inc.

      By: H. Kent Bowen, Robert S. Huckman and Carin-Isabel Knoop
      Considers whether New Balance, one of the world's five largest manufacturers of athletic footwear, should respond to Adidas' planned acquisition of Reebok--a transaction that would join the second- and third-largest companies in the industry. Highlights the unique... View Details
      Keywords: Mergers and Acquisitions; Production; Supply Chain Management; Performance Improvement; Competition; Consolidation; Apparel and Accessories Industry
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      Bowen, H. Kent, Robert S. Huckman, and Carin-Isabel Knoop. "New Balance Athletic Shoe, Inc." Harvard Business School Case 606-094, April 2006. (Revised June 2008.)
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