Sequential Taps Kevin Garnett for AND1
The former NBA player and longtime brand associate will style new footwear, apparel and more.
NORTH AMERICA–Sequential Brands Group has tapped former NBA player Kevin Garnett to serve as the creative director and global brand ambassador for its basketball brand AND1.
The multi-year partnership will kick off with a co-designed capsule collection, which will feature footwear, apparel and accessories inspired by Garnett’s personal style. The collection will be also supported by an accompanying campaign.
Garnett’s appointment comes as the brand prepares to celebrate its 25th anniversary this year.
“For 25 years, AND1 has remained synonymous with the game of basketball and its street-ball lifestyle,” says Eddie Esses, president, active division, Sequential. “As we look to the future, we’re excited to bring Kevin Garnett back to AND1 as the brand’s creative director, global ambassador and strategist, to widen the brand’s distribution channels and to expand into new territories. We’re looking forward to working with Garnett and rolling out the innovative programs we have planned for the year, which will further deepen the brand’s connection to consumers.”
Garnett is a former NBA player who made history as one of the league’s youngest players, entering the league directly after high school in 1995.
“I’m thrilled to get back to my roots and partner with AND1, one of the best basketball brands in the industry,” says Garnett. “We have many initiatives underway that we’ll be launching, including my new capsule collection, which I’m particularly excited about.”