On Star Trek day (Friday, Sept. 8), Star Trek is partnering with hip hop star and actor Scott Mescudi, better known as Kid Cudi, ahead of the launch of its new campaign, “Boldly Be” this October.
Later this fall, Mescudi will release an original song inspired by Star Trek, and the collaboration also includes an interactive gaming component and fashion piece, with details pending. The campaign is meant to “reflect the optimistic and inclusive spirit of adventure, discovery, imagination and hope,” according to the release.
“I grew up watching Star Trek with my dad who is single handedly responsible for turning me into a fan,” said Mescudi in a statement. “The most important thing to me is to be as authentic as possible. Star Trek’s mission has always been about having a hopeful future and when I was first approached about this project it was the perfect marriage of all the things I believe in – being brave and a hero by doing what’s right and fighting for freedom. I can’t wait to share my love of this incredible franchise with the world.”
The campaign will also include a social component, with Star Trek inviting fans around the world to share their boldest moments and favorite stories that represent Star Trek’s ethos of discovery, hope and adventure.
More details will be forthcoming @StarTrek across social media platforms and at StarTrek.com.