As more publishers invest in video, they’re rethinking how to best package that content for their customers. For Condé Nast, that means creating a new vertical on YouTube.
GQ Sports, a new YouTube channel devoted to covering athletes from the GQ perspective—showing athletes as leaders in fashion—goes live today in partnership with sponsors including Bodyarmor sports drink, Jack Daniel’s Tennessee Honey, Levi’s and Qbrexza.
The publisher’s video content studio, called Condé Nast Entertainment, is behind the programs.
“GQ Sports isn’t a shift for the brand as much as a next logical step in streamlining our digital sports content into a one-stop shop,” a spokeswoman for the company said.