Julian Edelman in the Joe's Jeans campaign.

Joe’s Jeans has tapped New England Patriots wide receiver Julian Edelman to be its men’s wear ambassador and the face of its spring campaign.

The ads mark Edelman’s debut as a global ambassador for the Los Angeles-based men’s and women’s brand, a role he will hold through 2018.

“The Joe’s men’s collection has everyday pieces from jeans to jackets that I can dress up or down, but the brand’s innovative use of fabric is really what sets it apart. Working with Joe’s has been a fantastic experience and I’m looking forward to representing the brand as global ambassador over the next year,” said Edelman.

Joe’s Jeans founder and creative director Joe Dahan said Edelman is an “ideal fit for our newest Joe’s campaign. A native Californian, Julian’s look is laid-back; that being said, he doesn’t shy away from edginess — a slimmer denim, a leather jacket. Beyond the fact that our aesthetic aligned, working with an athlete, especially one of Julian’s caliber, has given us a platform to show the full range of our new Kinetic collection. Kinetic is Joe’s take on stretch denim, an ideal style for men, like Julian, who want a performance stretch jean that still has a rigid appearance.”

The ads were shot by Naj Jami and styled by Zoe Costello and Edelman wears a Söder Slim cropped trouser with a New School gray cut-off shirt. In other shots, he wears different models of jeans, a Henley shirt and a suede jacket.

Jameel Spencer, president of the fashion division of Sequential Brands Group, which owns the Joe’s brand, added: “Julian embodies the Joe’s brand spirit and adds his confidence and style on and off the field to our men’s collection.”

The campaign will launch next month in print and digital channels as well as through outdoor ads in Los Angeles, New York and Boston.

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