"Wrong move, wrong time” - When Mark Cuban criticized Shark Tank entrepreneur

In Shark Tank season 14 episode 7, which aired in November 2022, Ride FRSH founders Donovan and Trey Brown pitched their car air freshener subscription business seeking $200,000 for 5% equity. During their presentation, they showed Mark Cuban a Golden State Warriors-themed air freshener, referencing the team's victory over Cuban's Dallas Mavericks in the 2022 NBA playoffs. Cuban immediately exited the deal, stating:

"Dumbest marketing move ever. I'm out. You got to read the room. Wrong move, wrong time. The one air freshener from the NBA is the team that beats us in the NBA Conference Finals. You gotta know that could backfire."

At the end of the pitch, despite Cuban's exit, Ride FRSH secured a deal with Barbara Corcoran for $200,000 for 20% equity.

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NBA rivalry led to Mark Cuban's quick exit from Shark Tank deal

The Brown brothers stood before the Shark Tank investors to present Ride FRSH, their car air freshener subscription company. They walked through their business model, asking for a $200,000 investment against 5% equity, suggesting a $4 million valuation.

During the product demonstration in Shark Tank, Donovan and Trey pulled out their NBA-licensed collection. They specifically chose to show Mark Cuban a Golden State Warriors air freshener, making references to the Warriors' recent victory. Notably, the Warriors had eliminated Cuban's Dallas Mavericks in the 2022 NBA Western Conference Finals.

Cuban responded by throwing down the air freshener sample and passed on the deal immediately. He stayed silent for the remainder of the presentation, marking his fastest exit from a deal in recent seasons. Following Cuban's departure, Lori Greiner assessed the product line. Shark Tank investors praised the scent quality but identified a significant market gap.

Robert Herjavec shared a personal story about a long road trip from Toronto to Florida. His experience of being stuck in a backseat with an air freshener in view for 24 hours influenced his decision to step away from the deal.

Kevin O'Leary focused on the financial aspects, questioning how Ride FRSH justified its $4 million valuation with $540,000 in 2021 revenue.

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Aftermath and results

Shark Tank investor Barbara Corcoran (Image via Getty)

Barbara Corcoran offered $200,000 for 25% equity. Through negotiation, they settled at 20%. As per Shark Tank Blog, the Browns secured a significant order with AutoZone, planning to supply 2,000 locations with a $2.1 million initial order.

The company expanded its licensing portfolio after the show, strengthening partnerships with the NBA and adding Viacom properties. By 2023, Ride FRSH reported annual sales of $2.2 million. Recent valuations placed the company at $1.33 million with steady revenue of $750,000.

Before leaving the stage, the Browns apologized to Cuban, who responded with "it's all good," bringing closure to the memorable confrontation.

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Planned provocation

After the Shark Tank episode aired, the Brown brothers spoke with CNBC Make It about their strategy. They explained their choice of the Warriors air freshener resulted from careful planning. With no Mavericks products in their line during filming, they decided to use Cuban's competitive side to create buzz.

Donovan Brown later pointed to his smile during Cuban's reaction as proof of their calculated move. During filming, they balanced their desire for investment with their goal of creating a memorable television moment.

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Product background

Ride FRSH began in April 2017 when five childhood friends met in their Los Angeles apartment to create a modern solution for car fragrances. The company structured its business around monthly subscriptions, offering various pricing tiers. The basic package cost $5 monthly for random scent selections, while the premium tier at $7.25 allowed customers to choose their fragrances.

By their Shark Tank appearance, Ride FRSH had accumulated 10,000 active subscribers. They secured retail placement in 2,700 Target stores across the country. The company maintained profitable margins, spending 38 cents to produce each two-pack while selling six-packs at $14.99.

Financial records showed $1.1 million in total sales since launching. Their 2022 projections aimed at $750,000 in revenue. Data indicated subscribers stayed active for an average of four months. The company had expanded beyond basic scents to include partnerships with major brands, creating licensed products that appealed to sports fans and pop culture enthusiasts.

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Shark Tank season 16 is airing on ABC network.