Mates represents a fundamental shift in celebrity-driven brands; one that puts celebrities as genuine creators. We define celebrities as actors and other artists, athletes, content-creators, and social media and other influencers. Traditional celebrity endorsements are predominately transactional. In the Mates model, creators are true partners, with equity ownership and direct, meaningful roles in the conception of our collective brands. Mates will also soon allow a celebrity's community to back their brands.