Throughout 2016, the new style ambassador will elevate the brand experience through surprise moments across multiple platforms

Banana Republic has named Kevin Love its inaugural style ambassador. The partnership marks the first of its kind for the brand; the tie-up signals its pilot collaboration with a pro basketball player. The three-time NBA All-Star launched a teaser across his social media channels, inviting fans to guess his newest project.

Shortly after the post, the gold medalist revealed the big news with a behind-the-scenes photo of himself on set in conjunction with the spring campaign shoot in which he is involved. His presence and persona are meant to inject an energetic perspective into the line for a fresh approach to consumer engagement.

He was chosen to deliver the versatility of the men’s collection—a fitting goal seeing as the quality is reflected in his everyday life. Throughout the year, Love will elevate the brand experience through surprise and delight moments across multiple platforms in an effort to prepare target audiences for what’s in store.

To activate the strategic alliance, the contemporary athlete is set to feature in the upcoming spring advertising push, which debuts across all channels of the brand beginning 8 March 2016. By the time of debut, the new collection will be available in stores and online via the company’s retail website.

“Kevin embodies the confidence and optimism our customers find inspiring. He expresses the best version of himself with everything he does, making him a natural brand ambassador for fans and customers alike,” said Aimee Lapic, SVP and General Manager of Customer Experience at Banana Republic.

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