LeBron James loves Kevin Love so much that he had his Cleveland Cavaliers trade for him when he rejoined the team back in 2014. Banana Republic is apparently hoping the rest of the world sees what LeBron saw.
The Gap Inc.-owned brand has signed the 6’10” Love on to be its “inaugural style ambassador,” though the big fella doesn’t exactly represent the regular Joes of the world. Still, he has close to two million followers on Twitter and he let them know just how excited he is to be part of this team.
— Kevin Love (@kevinlove) March 3, 2016
This, by the way, is the first time that Banana Republic, launched in 1978 with $1,500 and sold to Gap Inc. in 1983, has signed on to work with a pro basketball player. The company showed off its first style ambassador on Instagram, and even updated its YouTube channel for the first time in a year.
“Kevin embodies the confidence and optimism our customers find inspiring,” stated Aimee Lapic, SVP and General Manager of Customer Experience, Banana Republic, in a press release. “He expresses the best version of himself with everything he does, which makes Kevin a natural brand ambassador for fans and customers alike.”
Banana Republic, of course, is hoping Love can work some magic for its brand, which has seen its sales drop and hasn’t had a creative director since October, when Marissa Webb left. Without a creative director, the brand went unorthodox in its show at New York Fashion Week last month.
There was no seating but plenty of food to nosh on, and the models mingled with the crowd. It could be that Banana Republic was hoping that it gave everyone something unique to chatter about on social media; this, despite coming off a difficult month, losing 17 percent in sales in January compared with the same month last year, according to the Daily Beast.
The lack of shoppers and overall creative director has no doubt put more pressure on
Creative Director for BR Store Experience Teague O’Malley in the brand’s efforts to create windows that inform and inspire. “We really focus on dynamic presentations that will make someone turn their head,” O’Malley says in a new video from the brand. “Once we turn their head, the product tells the story.”
Gap’s spring campaign, which will feature Love, will debut next week, GQ reports. Love will keep working with BR until year’s end, which means he can be spotted in BR apparel in pretty much any situation where people might see him off the basketball court. Or as his new style home puts it, “from court to coiffed.”