Hendrix- licensing-and-brand-strategy -


  • Brand Strategy
  • Branding + Identity
  • Licensing
  • Strategy Consulting

Project Details


The Jimi Hendrix Estate engaged BSP to develop and streamline their existing Authentic Hendrix licensing program. BSP developed a brand growth strategy through a comprehensive program audit, competitive analysis and growth opportunity prioritization, which encompassed licensed products, co-branded collaborations and endorsements to further strengthen the reach and equity of the Hendrix brand.

In addition to favorably re-negotiating approximately 75% of the brand’s pre-existing relationships, BSP successfully re-launched Authentic Hendrix by forging strategic licensing partnerships and expanding the brand into less traditional categories. BSP managed more than 50 deals that placed branded products at a variety of retailers including Target, The Gap, Urban Outfitters, Walmart, Sears, Hot Topic and Bloomingdales. BSP also executed strategic partnerships with world-famous brands including John Varvatos, Dwindle skateboards, and Burton snowboards.