The first brand extension comes in the form of the online fashion destination District MTV targeted at style-savvy 18- to 34-year-olds. District MTV is designed to leverage MTV’s connections to music, fashion and pop culture in order to discover and share the latest trends around the globe, while at the same time offering brands a platform to connect with MTV’s music and fashion fans.
Currently District MTV is partnering with Reebok and Foot Locker for a competition to mark the launch of the Reebok Classic Alicia Keys trainer collection.
The competition offers contestants in France, Spain, the U.K., Italy and Germany the chance to win a trip to New York by uploading a photo to District MTV showing how their city has influenced their street style.
A second brand extension, the MTV Travel Co, is a standalone digital travel destination for young people in Australia and New Zealand. The site has launched with free destination guides for Berlin, London, Los Angeles and New York that include exclusive discounts. A companion app will launch shortly.