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200231 https://hdl.handle.net/2286/R.2.N.200231 http://rightsstatements.org/vocab/InC/1.0/ http://creativecommons.org/licenses/by-nc-sa/4.0 2025-05 47 pages Douglas, Avery Montoya, Detra Riker, Elise Barrett, The Honors College The Design School Department of Marketing This study explores both the opportunities and challenges of celebrity-driven brands. It includes a look into the current marketing climate and how social media, e-commerce, and parasocial relationships have become an integral part of the industry. The research then dives into four case studies, two looking at successful celebrity brands, Skims and Jordan, along with two brands that faced extreme controversy, Yeezy and Goop. These case studies are complemented by interviews with industry executives at both Skims and Jordan. Findings suggest that long-term success depends on strong brand alignment with the celebrity, product value beyond the celebrity’s name, and proactive crisis management. These takeaways provide a framework for understanding how celebrity-driven brands navigate challenges and sustain market relevance. This study concludes with recommendations to create and maintain a successful celebrity-driven brand. Celebrity Branding Marketing skims jordan goop yeezy Brands The Rise of Celebrity Driven Brands and a New Era of Marketing Strategies