According to Forbes, 2 Chainz conquered Christmas with his timely and super cute “Dabbin’ Santa” sweaters. While the rapper has been toying with merchandising ideas for years, he finally found a hit when “the dab” (a dance) found its way into primetime courtesy of NFL star Cam Newton.
“I don’t want people to think this was an overnight success. We’ve been trying with a bunch of designs for a couple years now. This is just timing meets opportunity,” he explained. “There’s the whole dab thing, and Atlanta’s always been somewhere that actually moves the culture a little bit. We have been the backbone of hip-hop for the past couple years. So with dabbing coming out of Atlanta, it just began to grow legs and start moving on its own.”
The sweaters became wildly popular and grossed around $2 million in revenues for 2 Chainz and his team. Instead of spending the profits on frivolous things, the Atlanta native decided to help others.
“I had a numerous amount of celebrities helping with the shirt. It was on the NFL, it was on TNT, it was on Good Morning America, it’s on ESPN. So I could not continue receiving those blessings without giving back at the end of the day,” he said.
A large slice of the profits went into 2 Chainz’s T.R.U. Foundation, which is “dedicated to promoting balanced, respectful and enriched relationships and aim to create life changing moments and help build a positive outcome for our young generation.”
Because of the “Dabbin’ Santa” craze 2 Chainz’s organization was able to pay the rent for one family for an entire year, and donate a minivan to another. The move not only benefitted the families in need, but also helped 2 Chainz as well.
“For us, it’s about putting it together independently, with nobody really being the boss. We’re creating our own way to give back, to do something for people,” he told Forbes. “We’ll trickle down to the kids and lead by example. Like I say, actions speak louder than words. We could have spent this money on possessions, but giving a family that needs it will actually go further for them and for me.”
article via clutchmagonline.com