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Adventures Inc: 21st Century Brand Building
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Founded in 2020, Adventures worked with celebrities in Brazil to create and launch digitally native brands. The idea was to match the celebrity's skill in creating content and entertaining fans with Adventures' skill in consumer packaged goods marketing and operations. Each brand was structured as its own company, with Adventures as the majority shareholder and the celebrity as the minority shareholder. The founders aimed to launch five successful brands over the next five years, generating $100 million in annual sales. Was Adventures a viable business?