NEW YORK — Sean “Diddy” Combs has tapped a new poster boy for his Sean John brand in fellow hip-hop star and actor Nelly.
Known for chart-topping hits like “Hot in Herre,” “Air Force Ones,” and “Grillz,” Nelly will star in the campaign for Sean John Underwear. The print, outdoor and online ads will break in September, including issues of GQ, Vibe and Giant.
“I have known Nelly for many years and I really admire his work,” said Combs in a statement. “To me, Nelly is the quintessential definition of the Sean John man.”
The images feature Nelly wearing a range of the underwear and loungewear line, which is licensed to New York–based Basic Resources, a privately held company. Nelly, a.k.a. Cornell Haynes Jr., was photographed by Randee St. Nicholas both inside and outside a modernist home overlooking L.A.
Basic Resources is offering briefs, boxer briefs, boxers, undershirts, pajamas and robes in its fall Sean John collection. It is stocked at Macy’s and other department and specialty stores.
Nelly joins a roster of past Sean John celebrity models including Dwyane Wade, Nas, Snoop Dog, Lil’ Wayne, Penelope Cruz and Cassie.
The ads will break in September.