On Friday, Nov. 8, The Athlete’s Foot (TAF) took a fresh step into community engagement with the launch of its “Monroe Mixers” series, hosted at the brand’s Monroe Drive store in Atlanta.
The event featured filmmaker Dennis Reed II (The Affair, The Code, Friends 2 Foe) who discussed the power of product placement and shared insights from his work in the independent film industry.
Monroe Mixers was conceptualized to bridge the gap between aspiring creatives and established industry figures across diverse fields. A brainchild of Cassidy Dansberry, Marketing Manager for TAF, Monroe Mixers (named after the street in which The Athlete’s Foot flagship store is located) is scheduled to be a monthly gathering aimed at bringing together creatives, entrepreneurs, and culture enthusiasts for learning and inspiration.
Dansberry, expressed her vision of the series as a way to, “meet people in the position that you want to be in”. Dansberry wanted Monroe Mixers to go beyond typical networking events by featuring speakers from fields not limited to fashion and sneakers.
For the kickoff event, Dansberry chose Reed specifically because of his influence in film and his connection to both sneaker culture and the broader entertainment industry. Reed’s background in film production and directing, combined with his experience in integrating brands into his films, made him an ideal first guest. Dansberry highlighted that Monroe Mixers will focus on offering hands-on learning. “We definitely want to invite the community out, the culture out, to come not to shop with us, but to learn something,” she said.
Reed, who may be best known for his work on streaming platforms like Tubi, brought his expertise in independent filmmaking and product placement to the event. Throughout the event, Reed shared his experiences and strategies for incorporating brands into film, a crucial aspect for indie creators working with limited budgets. For Reed, product placement isn’t just an advertising technique; it’s a way for smaller brands to gain visibility while supporting independent projects, building up a network effect.
“A lot of times, brands think it may cost millions of dollars for placements, but when you look at the independent movie game that we are creating, it’s like another commercial for you,” he said.
Reed explained that brands can be woven into a storyline, allowing for seamless advertising that reaches audiences organically. “If I’m planning a love scene, I’ll think about including a bottle of wine or another fitting drink to set the mood. For a dinner scene, I’ll want details like place settings or table decor that make it feel authentic. When I’m directing a workout scene, I’ll plan to feature someone in appropriate workout gear,” Reed said.
His approach has practical implications, particularly for emerging brands that might not otherwise be able to afford traditional advertising. He shared an example of how smaller brands could contribute financially or through in-kind partnerships, helping him meet production costs while giving brands visibility. “Instead of me putting Nike in my movie, I’d rather put your jacket in my movie. Nike can afford to be put in any movie, but you may only afford to be put in a few,” he said, emphasizing that it’s an arrangement that benefits both parties.
The November 8 event marks the beginning of what TAF hopes will be a long-running series. Dansberry plans to host Monroe Mixers monthly, with each event featuring a new host from a different field. While Reed’s background in film was a natural choice for the launch, upcoming sessions may feature professionals from other industries. Dansberry hinted that future mixers would continue to bring in influencers and experts from across the country, expanding the impact beyond Atlanta’s local community.
“We are seeing influencers and hosts that are interested from outside of Atlanta to come in and talk to our community, not just the Atlanta community, but for everybody nationwide,” Dansberry said.
