In a significant diversification move, the Bengaluru-based meme marketing giant Wubba Lubba Dub Dub (WLDD) acquired a majority stake in the Mumbai-based direct-to-consumer (D2C) shoe company 7-10. With this acquisition, WLDD advances significantly toward its objective of evolving from a media marketing firm to a full-fledged media-tech powerhouse.
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Credits: Entrackr
Acquisition Details
WLDD has acquired over 70% of 7-10 through an all-cash transaction. With this deal, 7-10 will operate as a subsidiary under the WLDD umbrella. While the financial details remain undisclosed, this strategic move is seen as a natural progression for WLDD as it expands its influence beyond the digital marketing landscape.
Why the Sneaker Market?
India’s shoe market is growing at an exponential pace. Market research projects that the industry will produce over $37.25 million in sales by 2025, with a steady 6.97% annual growth rate from 2025 to 2029. This surge is being driven by a number of factors, including increased fashion consciousness, the emergence of streetwear culture among urban millennials, and rising disposable incomes.
The emergence of domestic shoe producers presents a significant potential, despite the industry being long dominated by multinational corporations such as Adidas and Nike. By using the D2C model to offer affordable, stylish, and customized options, brands such as 7-10 have built robust online communities.
WLDD’s Vision: From Meme Marketing to Media-Tech
WLDD’s goal to develop into a diverse media-tech corporation is demonstrated by its acquisition of 7-10. Well-known for its expertise in influencer-driven campaigns, short-form video content, and meme marketing, WLDD has helped many brands improve their online presences.
However, WLDD will obtain personal knowledge of the challenges of managing a direct-to-consumer business by directly owning and controlling a consumer brand. The organization will be able to experiment with consumer interaction initiatives, improve its marketing strategies, and more precisely manage product positioning thanks to this practical expertise.
This is not WLDD’s first foray into expansion. The company previously acquired digital media platform ScoopWhoop, further solidifying its commitment to becoming a holistic media-tech ecosystem.
About 7-10: A Homegrown Sneaker Success Story
Shibani Bhagat founded the shoe design firm 7-10 in 2021, and it takes pride in its high-end, locally made footwear. The company has developed a devoted following among young, stylish customers by prioritizing quality and affordability.
For both men and women, 7-10 has a wide selection of sneakers, including chunky styles, low-tops, and high-tops. Its sneaker customisation service, which lets clients express their uniqueness and customize their footwear, is one of its most notable aspects.
The brand’s meteoric rise is a testament to its understanding of Gen Z’s preferences. By maintaining a direct relationship with its customers through its D2C model, 7-10 has successfully built a loyal and engaged community.
What This Means for the Industry
The purchase is indicative of a larger movement toward inter-sector cooperation. When media-tech businesses enter the consumer products market, they can open up new avenues for content-driven sales, consumer data analysis, and brand storytelling.
This action provides WLDD with a useful testing ground. The business can gain a deeper understanding of customer behavior, product-market fit, and operational difficulties by managing its own consumer brand. This knowledge can then be used to provide its clients more efficient marketing solutions.
Additionally, other media businesses may be encouraged to investigate brand ownership as a growth strategy as a result of this transaction, which is expected to increase interest in the D2C market.
![Funding alert] Meme marketing platform WLDD raises $1.25 mn seed funding by Negen Capital](https://img-cdn.thepublive.com/filters:format(webp)/viestories/media/post_attachments/wp-content/uploads/2023/04/Wubba-Lubba-Dub-Dub-WLDD.jpg)
Credits: Viestories
Looking Ahead
As WLDD integrates 7-10 into its ecosystem, the sneaker brand is expected to benefit from the company’s digital expertise. Enhanced storytelling, influencer partnerships, and viral marketing campaigns could catapult 7-10 into the mainstream sneaker market.
Simultaneously, WLDD’s expanded portfolio will strengthen its positioning as a media-tech conglomerate. By proving its ability to grow and manage a consumer brand, WLDD will gain a competitive edge in the evolving media and marketing landscape.
With India’s sneaker market on an upward trajectory, all eyes will be on how WLDD and 7-10 redefine the intersection of fashion, media, and technology in the years to come.
