EXCLUSIVE: DMJ signs Diversity to promote Holler

Darren McCormick and wife Claire with Britain's most talented dance troupe, Diversity.

American watch brand will be endorsed by UK’s hottest dance troupe.

Britain’s hottest street dance troupe, Diversity, has signed a brand endorsement deal with American watch brand Holler.

The deal was struck by jewellery and watch wholesaler DMJ, which represents Holler in the UK.

Diversity became a household name in 2009 after winning Britain’s Got Talent and entertaining the Queen at the Royal Variety Performance. They were also booked to appear as a support act for the Michael Jackson series of concerts in London prior to his death.

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“We are very pleased to have the nation’s favourite dance troupe, endorsing Holler,” revealed Darren McCormick, chief executive of DMJ. “Diversity are 11 incredibly talented, young men, most of whom who have grown up together, giving them have a brilliant, collective identity, and energising their performances. With over 19 million hits on Youtube, we feel very proud to have such a successful and talented group endorsing the product,” he added.

The Holler watch line up is designed to appeal to the young urban customers that are fans of the Diversity brand of street dance. The American brand, whose motto is ‘Shout out to the world’ has models for men and women with either digital or analogue movements. They come in a wide range of styles, colours and materials. They sell for between £50 and £180.

Retailers will be able to build an in-store presence for the Holler brand using baseball caps, t-shirts and other merchandise that carries the company’s messages.

 

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