ARTICLE · 23 SEPTEMBER 2025

FIGS' Emmy Winning Marketing Strategy

Berenzweig Leonard

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The health care community made an unexpected appearance at the 2025 Emmys! This week's BL Business Branding newsletter takes a pulse...

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Berenzweig Leonard, LLP

The health care community made an unexpected appearance at the 2025 Emmys! This week's BL Business Branding newsletter takes a pulse on how actor Noah Wyle and medical apparel brand FIGS transformed a red-carpet moment into a clever prescription for brand growth through partnerships and licensing.

At this year's Emmy Awards, The Pitt star and Best Actor winner Noah Wyle walked the carpet in a custom tuxedo designed by FIGS, the company known for reinventing medical scrubs. Months earlier, after joking at the Gotham TV Awards about how the scrubs FIGS provides as sponsor for Wyle's medical drama were more comfortable than the standard tuxedo he was wearing, Wyle playfully challenged FIGS to create formalwear that could rival their famously comfortable scrubs. FIGS answered the call with its first-ever "black-tie scrub." Inside the collar they included embroidery reading "Awesome Human," part of FIGS' brand slogan, Awesome Humans Wear FIGS, offering a quiet tribute

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