![Pinterest](https://pinterest.com/pin/create/button/?url=https://fintech.tv/for-us-by-us-the-fubu-journey-and-the-power-of-community/&media=https://static.fintech.tv/v3/wp-content/uploads/2025/10/21194603/frame_5381.jpg&description=Ahmad Ali Alwan, CEO of HUB71, engages in a compelling conversation with Daymond John, the Founder, President, and CEO of FUBU. The discussion begins with Ahmad asking Daymond about the inspiration behind the name FUBU, which stands for "For Us, By Us." Daymond explains that while many initially perceived the brand as exclusive to a specific demographic, it was fundamentally about creating a community for those who love hip-hop. He reflects on how FUBU has been reinterpreted in various cultures, from a skate brand in Korea to a hip-hop staple in Manila, emphasizing the brand's universal appeal.){kind=link}
“You need to have people in the organization that look and think like the people you serve.” – 02:54
Ahmad Ali Alwan, CEO of HUB71, engages in a compelling conversation with Daymond John, the Founder, President, and CEO of FUBU. The discussion begins with Ahmad asking Daymond about the inspiration behind the name FUBU, which stands for “For Us, By Us.” Daymond explains that while many initially perceived the brand as exclusive to a specific demographic, it was fundamentally about creating a community for those who love hip-hop. He reflects on how FUBU has been reinterpreted in various cultures, from a skate brand in Korea to a hip-hop staple in Manila, emphasizing the brand’s universal appeal.
Ahmad then shifts the conversation to a significant moment in FUBU’s history: when LL Cool J wore the brand in a national TV ad for The Gap. Daymond recounts how LL Cool J felt undervalued by The Gap and subtly referenced FUBU in the commercial. This unexpected endorsement became a pivotal marketing moment, showcasing the power of guerrilla marketing before the advent of social media. Daymond highlights that despite The Gap’s $30 million investment in the ad, it was the mention of FUBU that resonated with the audience, ultimately leading to a 300% increase in The Gap’s target market.
As the conversation progresses, Ahmad draws parallels between Daymond’s experiences and the entrepreneurial spirit at HUB71. Daymond shares insights from his best-selling books, including “The Power of Broke,” “Rise and Grind,” and “Power Shift.” He emphasizes the core mindset that founders should adopt: an obsession with their customers, a commitment to continuous learning, and the importance of vulnerability in leadership. Daymond stresses that founders should view customer complaints as valuable feedback, as addressing these issues can transform dissatisfied customers into loyal brand ambassadors.
The discussion takes a personal turn when Ahmad asks Daymond about his experiences on “Shark Tank.” Daymond candidly reflects on a deal he missed out on—the Scrub Daddy, which has become one of the best-selling products in the show’s history. This moment serves as a reminder of the unpredictable nature of entrepreneurship and the lessons learned from both successes and setbacks.