02x05 - 50 Is the New 30

[bunniefuu]

[hip-hop music]

- Hey, what's up?
- How's it going, Archie?

- I-I took a call with TikTok.
- Mm-hmm.

- They have
this whole initiative

where they have, like,
a team to film for you.

But also they would build out
platforms for you on TikTok

for each one
of your businesses.

So we'd have one for Municipal,
one for F45, for PI,

and all that.

My guy.

You gotta get your behind
down to F45.

Let's go.
Hey, hey, hey.

We've got Municipal stuff
for everybody.

Ace, great workout, buddy.

They want the Municipal pants.

- They want you to leave
the 'Gram.

- What the f*ck?

[spray can clicking]

[paint can hissing]

[hip-hop music]

♪ ♪

Oh, so Saturday,

we've got this amazing meeting
with Wayne Kulkin.

He was the CEO
of Stuart Weitzman.

They sold that company
to Coach.

And then he started P448.

So he's a real shoe dog.

He's--this guy's
like Phil Knight.

So he's coming--
those are the shoes right here.

Check this out.

For Municipal, we want to be
in the shoe business.

We don't want to do
a kind of one-off collab.

We want to kind of do
our own thing.

- That's a good-looking shoe.

- But it's all
about sustainability. Yeah.

Yeah, this is super
high-quality.

So we're hoping
that he's gonna be the guy

that's gonna put--bring
Municipal shoes to market.

And then possibly I might buy
a piece of this company.

Hey, baby.
- Hey, Mark.

- We got some more shoes sent.

P448.

They're talking
about sustainability

and changing the world.
- Pretty nice, right?

- We're, uh--
we're having Lev

and the whole crew here
on Saturday.

So we're all very excited.
We're getting ready for Wayne.

- Yeah, we're super excited
about this.

- Especially about
sustainability.

- Yeah!

- There's a reality

about how fast
things can get built,

how fast things change,
how progress actually happens.

Like, okay, you have a vision.

Now how am I actually going
to put this

into an actionable plan
we can execute?

It's great to have that vision.

But do you also have people
who are super detail-oriented

who are gonna think
through all the various steps

of making a plan?

- All right. I'll see you soon.

- Okay, bye.
- Bye-bye.

♪ ♪

Oh! My brother.
- Hey, man, what's up?

How are you?

- Hi.

- Okay.
- So you have

a big birthday coming up.
- Yes.

- Any advice you have
to people who--

about how you stay in shape
at any age?

- Right now, I'm beat up.

I just did two movies
back to back where I got--

you know, I tore a meniscus
and hurt my back,

so I'm just trying to maintain.

It's much easier
to stay in shape

than it is to get in shape.

And just try
and encourage people always

to just have
a healthy lifestyle.

- All right, thank you.
- All right, take care.

- Thanks, Mark.

I'm back.
[cheers and applause]

I'm about to turn 50.

We decided,
"Okay, let's go to Boston

and turn it up
a whole other level."

- What up?
- It's go time.

Let's go. You're k*lling it.

- All right.
Oh, I love it.

- Great.

Absolutely love those guys.

We've known each other
since we were kids

and it's nice to have guys
that are so like-minded

and we have such a great bond
and connection.

- Nice.
[indistinct chatter]

- Aah!

I feel amazing.

- We're gonna do a video
for Instagram together.

- [chuckles]

- We're back together.


Happy birthday to Mo D.
One love.

The crew is back.

God bless us.
We're here together.

Unity is strength. F45.

- Rasta Phil and Ace,

they're great friends.

We have so much in common.

Talk all the time.

And we've been very close
for a long time.

They're family.

- Not bad
for a 50-year-old kid.

- You're whispering over
there.

It ain't the police.
- [laughs]

[upbeat music]

- Hello, Mark.
- Hi, how are you?

- Good. How are you doing?

- Thank you so much.

- All right, bro.
- Taking a nice stroll

in the city?
- Yeah, just checking it out.

- Have a good one.
- All right, man.

♪ ♪

[indistinct chatter]

- What's up, buddy?

- How you doing?
- What's going on?

- Mark is turning 50 years old.

Okay, I don't even know why
we're talking about this...

[laughs] Because I'm 60.

- How are you?
- Like, next subject.

We don't even need to talk
Mark Wahlberg is 50 years--

are you kidding me?

Come on, it's--he's a puppy.

- How are you, buddy?

- Wait till you see it.

- These are guys around him
that have been there

for 30 years,

and a lot of them
have come and gone,

but they're always sort of
welcomed back, you know?

Because there's
an insulation there--

there's a comfortability there
that you can't get,

you can't buy.

- Big 50. A lot of us
don't make it to 50 years.

It's hard to go to 50 years

in Dorchester,
where we came from.

Blessing to each and every one.
Respect.

Many more to come.

B...
- Okay, say the thing.

- Say "Happy birthday."
- Happy birthday, Mo D.

One love, baby.

- Happy birthday, Mark.
We love you.

And congratulations
on everything you've been doing

to this 50 years.

Wow.

- Well, yeah.
- He was texting it.

- I was saying it
to the camera because...

- He was texting it.
- You're gonna watch it and...

[laughter]

- I surround myself
with people that I know

that have my best interests
at heart

and that I can trust
and that are loyal.

They're great friends,
basically family.

Um, people who have
a lot of real life experience.

- Yeah.
- We're all family here.

Mark, you look around
and everybody's been here

since basically day one.

And the other ones
that just came in,

God bless you.

But Marky, 50th birthday--

I can't even imagine
anything like this.

And I'm so proud of you.

We've been through
a lot together.

And by the grace of God,
it'll be another 50 years.

God bless you.
And I love everybody.

[applause]

- Whoa.
all: ♪ Happy birthday to you ♪

♪ Happy birthday to you ♪
- Hey, hey.

all: ♪ Happy birthday,
dear Marky ♪

♪ Happy birthday to you ♪

[all cheering]

- Let's do it again.
- Whoo!

- The connection
that we've had--

everybody in here
obviously I have

a very special
relationship with.

Appreciate you guys being here

and spending this special time
with you

before I go home and spend it
with my wife and my kids.

But, uh, and nothing
more important than family.

So I appreciate you guys.
Bless you all.

And we lost too many people
along the way,

especially this year.

So, you know, you guys
are always

in my thoughts and my prayers.

I appreciate you guys.
I love you all.

My brothers.
- Love you too, cousin.

- Love you, cousin.
[all cheering]

- Salud.
both: Salud.

- Mark, you're the best.
- Salud. Salud.

- What a great group
of people.

[upbeat music]

♪ ♪

- Love you, bye.
Hey, guys. Mark. What's up?

- Eddie.
- Nice to meet you, Eddie.

- Nice to meet you.
- Hi. Mark.

- I'm Lena. Nice to meet you.
- Nice to meet you, Lena.

What's up, Rusty?
- [chuckling] Rusty?

- Well, now you got
rust color on.

What--wh--

Extra small?

Damn.
- It's not extra small.

- It is.
- [chuckles]

- You're putting on weight,
boo.

- I got the sq--uh,
squats down, though.

The forum.
- Oh, did you?

- Yeah.
- Oh, nice.

You can do that
as your first TikTok.

- [chuckles]
- In some Daisy Dukes.

- Mark really only knows TikTok

because Gracie
or his kids are on TikTok.

So he just wants
to get an education

of what it's all about

and seeing if it's, you know,

valuable to help
build out his brand

and his companies as well.

- Right now I think we have

about 500 million mentions

of Mark Wahlberg on platform,

which is--definitely tells us
that there's an appetite

to have you on platform.

- Mark is constantly
on Instagram.

- I'm a peacock!
You gotta let me fly!

[dog barking]
Peacock! Come on!

- The majority of the people
that know Mark and love Mark

are in their 30s and older.

So this is really
a perfect opportunity

to building out his brand
to younger folks

that are on TikTok.

- Brendan,
you want to rip it up?

How many people do you have
on the platform now?

- [chuckles]
- Just announced

a billion users.
- Yeah.

So in terms of your brands
and properties,

whether it be for--you know,
for F45

with your fitness properties,

Wahlburgers
with the culinary properties,

incorporating those brands
strategically in your content,

that's the big value.

So this is just
a new marketing vertical

for you to push
all of those through.

- Gracie has a TikTok account,
right?

- Yes.
- Have--do you know

anything about it?

- I don't.

But I want to learn.
- Yeah.

Let me get Grace down here.

- 'Sup, Grace?
- Hi.

- Come here.
I need both of you TikTokers.

[both chuckling]

- Are you on TikTok?
- Yeah. [giggles]

- So are you--
do you like TikTok?

- Yeah.

- What do you normally put--
put on TikTok?

- My horse.

[horse whinnies]

- Oh, yeah.

Good.
- [chuckles]

- Should I get a horse?

- You already got me
another horse.

- No, I'll get my own horse.

- Oh, no. [giggles]
- Why?

[mumbling indistinctly]

Why do you got the front?

Let me get in the front.

- All right,
so what do you think, Archie?

I-I don't know
about doing TikTok videos

and everything else and...

How--but I got no followers.
Nobody's gonna see it.

- That--that'll be
a very short-lived problem.

[laughter]
For sure.

[crickets chirping]

♪ ♪

- We were talking, and we
were trying to find a time

to get together and kind of get
some preliminary,

you know, plans in place
and ideas.

Just so we can, from here,
kind of form a game plan.

So he's like,
"Whatever we can do

to get together
as soon as possible."

I'm the same way.

I--I like to get things done.

And I think we have
some ground to make up.

♪ ♪

[line ringing]

- Hi, I'm calling
on behalf of Mark Wahlberg.

- Okay, great.

We'll have you hand
the phone over.

And Ryan will be
the next one to pick up, okay?

- Perfect, thank you.

- Mark Wahlberg
is joining us now.

- Hey. What's up, buddy?
How are you?

- Mark, I just got a treat.

They just showed me
your TikTok account.

- My TikTok account?

- Yeah, they just show--
that's his official?

Oh, it's not his official.

I don't know if you've seen
any of these

official fan sites.
- I haven't, but I'm trying--

I'm trying to come onto TikTok
right now.

I'm trying to figure it out.

- I'm not really
leaned into it so much.

And I catch a lot of heat
for it

because I find it to be work.

- It's all kind of work.

- My team is on TikTok.

And I go to sleep every day,

"How am I making my product
and service relevant

for the next generation?"

And I'm meeting them
where they are,

not forcing them to come to me.

You gotta meet people
where they are,

where things are growing.

And you have to give them

something
that they want to see.

- You're a busy guy.
I'm a busy guy.

Like, how do you add
some other thing

that's gonna be
so time-consuming

to your schedule?
- You're asking the wrong guy.

Alvarez, come here
for a second.

I got--I got a guy in here
that's--

he grew up
inside of a TikTok silo.

What do people want
from Mark Wahlberg?

- I mean, I would say just tap
into those really easy trends.

Like, you can even have
an effect...

- But we--what does that mean?
- That's trending.

- An effect?
- You know, like, they put

a filter on your face,
like--like, you know,

some funny filter
you can put on your face.

- Yeah, but dude, dude, dude,
dude, dude.

Hold on one second.

I--I mean, I could try
to be funny.

My kids don't laugh at me.

I want to use it to be
productive in my business

and connecting with people,

and more importantly,
with the messaging

that I'm trying
to put out there.

Especially when my new movie
"Father Stu" comes out.

- Right. So what--
what would a message be

right now, that you'd want
to put out there, Mark?

- Bringing people together.

That nobody
is beyond redemption.

That we need
to encourage people

to be loved and accepted
and support each other.

- I like it.
Thank you very much.

We hope to see you soon.

And, uh, call back anytime,
Mark.

- Yeah, let me know
if you figure out TikTok.

[both laugh]

All right.
- See you, Mark.

- Thanks, man. Bye.

♪ ♪

How you doing, buddy? You good?
- Doing good, man.

- I'm excited
to kind of get things going.

It meant a lot, you know,
to Abe and I

that you came down
to the distillery

and Tequila, Jalisco,
and kind of saw everything

and the way it's made.

- It meant a lot, too,
the way they were so open

and welcoming to me.
It was, uh--it was really nice.

- They talk about it.
Every time they come,

"When's Mark coming back?
When's Mark coming back?"

- You know, it was one
of the quickest, shortest trips

I had, and it was one
of the few times

I actually just wanted to stay

and actually really
kind of experience it.

'Cause it was, uh--
- Yeah.

- It was amazing.

I saw a potential
for the business

and the partnership.

You know, I look forward
to seeing us

continue to grow
and me continuing

to help them build
their business and--

and just bring their vision
to the masses.

Okay, so you gotta educate me
a little bit, Shelly.

Who are the leaders
in the space now? And--

- So the great part is
there's room for many.

So think about how many great
brands there are in vodka.

It's the same thing in tequila.

So Flecha Azul just has to be
one of the winners.

It doesn't have to be
the winner,

just one of the winners.

- This is something
that I think could be special.

And for us, we don't want
to put our name on something.

We want to be involved
and a really hands-on partner.

- Many celebrities want
to be in this business.

But there's not that many
who can do it right.

And that's a big deal.

Because there's
plenty of others who--

they just can't do it.

- The Rock, LeBron,
Kendall Jenner--

all in the tequila space.

Good luck, Mark.

Some of them are working this
real hard.

- You have to look at it...

- Yep.
- A real job.

- I have a number of jobs,

and I haven't gotten fired
from any of them yet.

And if you want it
to be successful,

you gotta go out there
and make sure that it happens.

I want to be a part
of what you guys are doing.

I love what you guys are doing.
I love the product.

And, um--and that's--
it's that simple.

All right.
Let's sign the papers.

[indistinct chatter]

- Making it official.

♪ ♪

- Your pen.

- I couldn't believe it.
I was like, "Oh, wow."

We're very fortunate
to have Mark involved.

Mark's not just gonna be
a celebrity

just endorsing our product.

Mark's an actual partner.

Not only will he be
contributing his time

and efforts and his know-how
and his network,

but he's also invested money
in our brand

to be able to really monetize
our strategy.

- Do we have to drink
some tequila...

- Yeah.
- To celebrate this?

- Hey, man, congrats.
- Cheers, man.

- Thank you guys.
- I'm excited about this.

- Cheers, cheers.

- Cheers.

- That's really good.

- Just joined a super team.

- Thank you.

♪ ♪

- Hey, there he is.
- Hey.

- How are you, Wayne?
- How are you?

- Nice to meet you.
- Nice to meet you.

- How's it going?
- Not bad.

- This is Harry.
- Hey, Wayne. How are you?

- Good. How are you?
- Nice to see you.

- Nice to see you.
- Hey, I'm Harry.

- Hi, I'm Lori.
- Hey, Lori. How are you?

- Hi, Lori.
- Nice to meet you.

We want to be
in the shoe business.

That's always been
a goal and a dream.

I mean, obviously, I did
a one-off shoe with Jordan.

Uh, we actually did

a couple of different
Wahlburger Jordans,

but never any at retail.

We want to kind of do
our own thing.

Like, I gotta tell you,
I've never been

more excited about a meeting.

- Right here?
- Yes.

We're excited about it.

It's an opportunity with P448

because they're creating
new and exciting products

and being really innovative.

So we'll see what happens.

- Oh, Lev.

- How are you? Hello.
- Hey, how are you?

- Did we get a deal done?

- We just said hello.
- [chuckles]

- In the category
that we compete in

and what the idea is
around Municipal being

the nexus of performance,
comfort, style

for everywhere you go,

this is a $20 billion idea.

- We're living in a world
of comfort and casuals

for the rest of our lifetimes.

That's just a fact.

So, you know,
you can either seize it

or, you know, you can
kind of wait,

but time isn't your friend
in this mass, right?

You know, good product,
comfort, quality craftmanship.

- We've really been
pretty scrappy

since the beginning
and just, like, wanting to get

shoes on people's feet
'cause we--

we know how good they are.

They speak for themselves.

- And then you throw in

the new reality
of sustainability,

that's something we've--

you know, that's--
that's my personal passion.

- What's the difference
between making shoes

and making sneakers?

- Sneakers are harder.

This is
the most competitive category.

Footwear is
a $500 billion industry.

And 70% of total consumption
is on sneakers.

You guys are busy doing


It takes, like, a laser focus
to achieve the volume

to be a really global
lifestyle brand.

- Multitasking's
not difficult for us.

- [chuckles]
- Not at all.

- But getting the right partner

and doing the right sh*t
is hard.

Sometimes you know
what you know

and you don't what you don't.

- Lev absolutely has a mindset

of the minute that you bring in
other partners

and you lose control
of brand integrity,

then things get
a lot more complex

and a lot harder.

Mark is coming from a place

of he likes to work
with people.

He loves to find
different partners

that can help us get
from one place to another.

So they're really attacking it
from two different--

totally different perspectives.

- We move super, super fast.

You guys have to define
what attitude

and, what are, like,
the three things

that you believe in
that you want

your consumer to believe in.

- What do you see?

How do you see us
working together?

- If we're all-in for you,
you're all-in for us.

So I don't know
if that sounds like something

that you guys are into or not.

- Could be.
- We should get together

and discuss it.
- Mm-hmm.

- Are you, like, comfortable
in, like, you know,

sharing your revenue?

- It kind of--
- No.

- Or...
- [chuckles]

- We're control freaks.

We want to take a page
out of Apple's book,

control the process
start to finish.

- Because of our relationships
and connections and-

and just reach, we feel like,
you know, we can grow

at a much faster pace.

And certainly, you know,
that's my philosophy

and Harry's philosophy.
Lev also, but he still--

I don't know.
He's--we've just been

butting heads on certain things

about how to get
into the shoe business

and create new SKUs
and--and new categories.

Stuff like that.
So that's a bit frustrating.

But, you know,
we'll figure it out.

We're gonna ha--
Harry and I always can veto Lev

two to one, so we're--
we'll figure that out.

[tense music]

♪ ♪

[hip-hop music]

♪ ♪