André 3000 Joins Tretorn Outerwear As Brand Ambassador
You couldn’t go through 2016 without hearing, seeing or wanting a verse from André Benjamin.
The artist better known as André 3000 spent last year decimating tracks from Frank Ocean, Divine Council, Travis Scott and Kid Cudi, while celebrating the 20th anniversary of his Dungeon Family crew. Now, as we’re eking out of the first quarter, it appears that the OutKast member will lend his weight and name recognition to Tretorn, the 126-year-old Swedish footwear and outerwear brand.
Purchased by Authentic Brands Group last year, Tretorn will be utilizing 3-Stacks’ talents as an influencer and a brand ambassador. Just so happens that the “Hey Ya!” songwriter is also a fan of the tennis sneaker. “It was very serendipitous,” Nick Woodhouse, ABG’s president and chief marketing officer, said to WWD. “We wanted to work with André because he resonates with all ages and he’s an OG. He’s not a flavor of the month. There are a lot of terrific, young influencers out there, but André is established. These young kids are reaching out to him to collaborate. That’s why we did this.”
Tretorn will feature the stylish, legendary MC in its 50th anniversary global brand campaign of its classic Nylite sneaker this fall. André will work directly with designer Marc Fisher to update its traditional styles and create new silhouettes. “He came to the meeting with sketches of shoes,” Woodhouse said. “He has a very clear point of view on style, the way he dresses and the way he carries himself. Sneakers are so hot right now and the minimal look is hot, which is what Tretorn is about, [so] we are making sure that the name of Tretorn gets out there in the sphere of the youth.”
Keep an eye out on André the Influencer this year, as we still hope that he drops a surprise project with some beats-and-lyrics on it for us.