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YouTube Creator MKBHD Joins Ridge as Chief Creative Partner


YouTube Creator MKBHD Joins Ridge as Chief Creative Partner

YouTube influencer Marques Brownlee (MKBHD) has joined accessories brand Ridge as an equity investor, executive board member, and chief creative partner, the companies announced Thursday.

In a tweet, Brownlee said he has been working with Ridge for months on the partnership. “Honestly they’re the perfect partner to start making actual products,” he wrote. “Big and experienced enough to have the manufacturing expertise to turn ideas into reality BUT not too big that they’re unwilling to listen and be nimble.”

Brownlee added that he has “a lot of product ideas” to pursue with Ridge. “Together we’re going to actually make them happen,” he said.

In a press release, Ridge said Brownlee will “leverage his experience reviewing thousands of leading tech and consumer products to direct Ridge brand strategy and design limited-edition wallet and accessory collections.” The first collection from the collaboration will launch in April 2024.

Ridge CEO Sean Frank said in the release that “Marques has built a brand on high standards and authenticity, which aligns perfectly with Ridge’s commitment to creating quality products that stand the test of time. As someone who knows our products as a customer, his lens on product design, function, and quality is invaluable.”

Founded in 2013, Ridge makes wallets, phone cases, backpacks and other accessories featuring a patented design. The company said more than 4 million people own the Ridge Wallet. Ridge said it has 40% year-over-year growth.

With 18 million YouTube subscribers, Brownlee is one of the most popular tech reviewers online. He said this is the first time he has committed to a brand at this level.

“This is an exciting opportunity to go beyond a one-time product collaboration and more deeply influence a company whose products I love and use daily,” Brownlee said in the release. “I’m excited to become a larger part of Ridge’s journey and see how we can change the products that we all carry everyday.”

The release said Brownlee first began working with Ridge in 2020. He has frequently promoted Ridge accessories to his audience over the past four years.

“This investment will deepen the relationship by bringing together Ridge’s commitment to quality and functionality with Brownlee’s unparalleled influence in the tech space and understanding of the modern consumers’ evolving needs,” the release stated.

Ridge said its wallets and other accessories are made to last. The company chooses materials “with care and a thoughtful connection to the insights of its growing community.”

In his tweet, Brownlee said the partnership with Ridge “feels like a great signal for future creators to be able to do the same.”

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David Adler is an entrepreneur and freelance blog post writer who enjoys writing about business, entrepreneurship, travel and the influencer marketing space.

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