Justin Bieber and Harold Hunter Foundation


UNIVERSAL MUSIC GROUP and HAROLD HUNTER FOUNDATION partnered to celebrate Justin Bieber’s new album “Purpose” and his love of skateboarding. Bieber joined an HHF/ Mt. Ollie crew for a skate session that was filmed and featured on the TODAY show. The segment was shown on the TODAY show as part of a 3-day lineup promoting the new album: Monday was a one-on-one interview with Matt Lauer and Justin, Tuesday was a ‘special surprise’ where they shared the skate segment, and Wednesday was Justin’s live performance in the TODAY show plaza. The week’s events were promoted on social media, each company’s website, and through TV promos, leading up to the release week.

The Harold Hunter Foundation is a non-profit, grassroots, skateboard community-based organization that “provides support, opportunity and advocacy for skateboarders in NYC and beyond so they can reach their full potential as skateboarders and as people.”  

Partnership Opportunity:
Justin Bieber/Music
Universal Music Group And Brands
Harold Hunter Foundation /Non-Profit Organizations
4th Quarter 2015
Promotional Elements:
Media Elements:
Social Media
TV Spot
Celebrity Appearance / Endorsement
Created On:
Last Modified on:

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