TAXI DELIVERS KNOCKOUT PUNCH - Strategy

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Taxi ECD Steve Mykolyn spent
the summer lurking around
Ontario Place with a black duffle
bag. It’s not what you think: the
bag contained 15 Below jackets,
created by Taxi last year to
keep the homeless warm with
an ingenious self-regulating
insulation technique (you stuff it
with newspaper). Mykolyn was
braving the dark looks reserved
for stalkers in order to stockpile
15 celebrity-signed jackets
earmarked for a fundraising
auction. And the stars were
surprising cool about it. “You the
coat guy?” asked Robert Plant,
who approached the increasingly
apprehensive Mykolyn at a party
to offer aid for the 15 Below
Project. Luminaries from the film
world are also on board: one jacket
is signed “stolen from Norman
Jewison,” who also sent signed
copies of his book and films (and,
mysteriously, a jar of maple syrup).
Since Taxi's effort to coat the
homeless has the support of
rival titans like Frank Palmer
(who agreed to help in order to
goad industry participation), we
thought you’d all like to get in on
the action. So get ready to place
your bets, er, bids.
98 STRATEGY November 2008
BID FOR SURVIVAL
TAX910001TA_A_15Below.indd 1 9/30/08 5:03:11 PM
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