Foothold began in 2003 with a question: What if the Midwest had real access to the stories and products shaping hip-hop culture?
That question sparked a journey—starting with Don Diva magazine and expanding into mixtapes, DVDs, and other subcultural essentials that needed street-level reach. We built a network from the ground up: street teams, direct promotions, and word-of-mouth tactics that brought products to life where the culture lived—clubs, barbershops, schools, and lounges.
As trust grew, so did opportunity. We began promoting concerts, partnering with local businesses, and connecting brands with people in real spaces using strategy born from the street.
When the culture shifted from physical to digital, we pivoted. We studied brand identity, web design, and content strategy—equipping us to serve the next era. We paused during the pandemic, but the mission never left.
Now, Foothold returns with evolved services and the same energy:
We help brands define their identity, craft their message, claim their digital stage, and make strategic moves that bring them forward.