Diddy has announced a new name for the parent company over his many projects, signaling his plans to grow his business empire in the international market.
According to The Hollywood Reporter, Combs Enterprises has been rebranded to Combs Global, with Diddy actively working to extend his professional interests in the music, fashion, drinks and TV industries overseas.
“Combs Global represents the next chapter in my journey as a business leader and a bigger vision to build the largest portfolio of leading Black-owned brands in the world,” the Bad Boy founder said in a statement on Tuesday (February 14).
In addition to his iconic Hip Hop imprint, Combs Global is home to Sean John, which Diddy reacquired in 2020; his two liquor brands, Ciroc vodka and DeLeón tequila; his fitness and wellness water brand, AQUAhydrate; REVOLT Media & TV; and his newly minted R&B label, Love Records.
Diddy has recently expanded his business portfolio to include three companies working to support Black-owned businesses: Empower Global, Our Fair Share and The Nile List. He also made his first foray into the cannabis industry with an investment in Cresco Labs.
The mogul, born Sean Combs, is also an investor in a creator agency and incubator called REC Philly and Capital Preparatory, a chain of charter schools with campuses in New York and Connecticut.
“I’ve enlisted world-class teams of top executives, specialists and strategic partners to bring this new dream to life and put us in the best position to keep making history while leading another 30 years of dominance across industries,” Diddy said about the future of his Combs Global.
Ahead of Tuesday’s announcement, Puff quietly introduced the world to his rebranded conglomerate’s new logo in his Super Bowl commercial for Uber One.
The spot, which Uber teased with a 30-second clip ahead of the big game, sees Diddy starring as an intimidating music executive, communicating via an equally-intimidating henchman, who proceeds to inform the Uber executives in their office that “Diddy don’t do jingles.”
“So, we’re thinking a song could really put Uber One on the map,” the executive says, referring to Uber’s new all-inclusive membership. “Diddy don’t do jingles,” the henchmen replies.
However, the mogul’s mood visibly changes when the executives begin referring to their sought-after “jingle” as a “hit.”
As he speaks to the Uber reps, the name Combs Global can be seen on the wall of his office.
The final version of the commercial sees Diddy relocate from his office to the studio, where he proceeds to listen as stars including Montell Jordan and Kelis reimagine their viral hits as Uber jingles.
As each singer takes their turn in the booth, Diddy engages in a number of non-studio activities including getting a haircut and comparing pineapples. Just as with the cross-branding opportunity in the office scene, the studio scene prominently features a logo for Love Records.
He finally settles on a remixed version of the 90s pop/dance hit “What Is Love,” by Haddaway.