Long-suffering New York Jets fans are eager to see what wide receiver Eric Decker can do for the team’s offense in the season ahead. But he’s already gained a following in the fashion world as the second athlete to participate in the Buffalo Pro program undertaken for Buffalo David Bitton by Iconix Brand Group, which acquired a 51 percent stake in the denim brand in early 2013.
Decker, coming off a strong season with the Denver Broncos, will appear — both on his own and alongside model-actress Erin Heatherton — in a series of ads for Buffalo David Bitton to run beginning this week.
The Buffalo Pro series kicked off last year with ads featuring Chandler Parsons — then with the National Basketball Association’s Houston Rockets and now signed with the Dallas Mavericks — and according to Dari Marder, chief marketing officer of Iconix, struck exactly the right chord.
“Buffalo Pro is really targeted to our male demographic and reaching them through sports,” she said. “It’s about what guys wear to sporting events and what athletes wear off the field, but it’s also reaching women, who are just as interested in a lot of the sports their husbands and boyfriends follow.”
While the program includes outdoor, online and in-store components, the bulk is in lifestyle and sports publications including Men’s Fitness, Details and Nylon Guys. The ads with Heatherton will also find their way into women’s fashion magazines including Elle, Cosmopolitan and InStyle. The digital spend is focused on sports and lifestyle networks.
“We actually upped our print spend, the number of titles, frequency and impressions,” Marder told WWD, “and along with them, the budget.”
She noted that one of the biggest challenges with Decker was fitting in a shoot before he started training camp and became immersed in his full-time profession. Focus wasn’t a problem — she said he was especially taken with the company’s new Flex Jean, which combines a jeanlike look and jogger pant feel.
In the ads, Decker dons a vegan leather motorcycle jacket and, in one piece, nothing but Buffalo underwear. Heatherton’s ensembles range from an oxblood vest with coordinated dress to a shot on horseback wearing only Buffalo jeans.
Buffalo is continuing to build its pro ranks and, while plans aren’t yet set for 2015 campaigns, Kevin Love of the NBA’s Minnesota Timberwolves has been tapped for the roster of brand ambassadors.
Marder said the team will continue to expand. “Like with Eric, we look for athletes who have an appeal that goes beyond the core fan base,” she said. “We’re also looking beyond football and basketball into baseball and soccer.”
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews
@prada is introducing a new project at its men’s fall 2018 show this Sunday: “Prada Invites.” The fashion house invited four celebrated creative minds – @ronanaerwanbouroullec, Konstantin Grcic, @herzogdemeuron and @rem.koolhaas – to each create a unique item with its iconic nylon material. The designs will be unveiled on the runway show, which will take place at the company’s warehouse in Viale Ortles 25. #wwdfashion #mfwm (📷: @martinocarrera)
@kering_official is spinning off its stake in puma in an effort to focus on its luxury brands, the brand operator announced yesterday. “We are proud to have supported the turnaround of Puma, which now has unrivaled capabilities to take full advantage of the specific dynamics of its global markets and is poised to achieve substantial growth,” said François-Henri Pinault, Kering’s chief executive officer and chairman. Artémis will become a “long-term strategic shareholder” of Puma with a 29 percent stake. #wwdnews #wwdfashion (📷: @jilliansollazzo)
The fashion world mourns for celebrated street style photographer, Nabile Quenum, who died at age 32 in Paris.
Quenum, creator of the fashion blog “J’ai Perdu Ma Veste,” was a fashion week fixture, and regularly shot for New York magazine’s The Cut, among other outlets, and brands such as Louis Vuitton, Moncler and Adidas. He was also actively involved in the #NoFreePhotos initiative, which kicked off in the fall. Read more about Quenum in @kbsmoke's story on WWD.com. #wwdnews
@verwanggang and @maisonladuree have teamed up on a dessert collab called Vera Wang Pour Ladurée. The collection, which launched this week, features a specialty macaroon, as well as a wedding cake inspired by one of the designer’s gowns. “I could not imagine a more delicate or sophisticated creation to grace any couple’s celebration,” said Wang. #wwdfashion