Sequential Brands names Kevin Garnett as Creative Director for And1

By

Cassidy Mantor

Published
Feb 8, 2018

Sequential Brands Group has named veteran NBA star Kevin Garnett as the Creative Director and Global Brand Ambassador for its And1 heritage basketball line.

Garnett was one of And1's original brand ambassadors when the label was founded 25 years ago. To celebrate the new relationship, And1 is launching a capsule collection of footwear, apparel and accessories that is co-designed by Garnett.

Eddie Esses, President of Sequential's Active Division said as the company looks to the future, Garnett's involvement as an abassador and strategist will help "widen the brand's distribution channels and to expand into new territories."

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Esses anticipates rolling out programs with Garnett through 2018, saying that they will "further deepen the brand's connection to consumers."

Garnett is an NBA legend, having been the first player to be drafted directly out of high school in twenty years. He played in 15 NBA All-Star Games, was league MVP and won a championship in 2008. As a former player, he is now an analyst on a studio show that discusses games and events around the league.

The multi-year partnership with Garnett kicks off And1's 25th-anniversary celebrations. The Garnett co-designed capsule is slated to debut in specialty stores, boutiques and online in the latter part of this year with plans to expand internationally in 2019.