Rhone has tapped Philadelphia Eagles wide receiver Nelson Agholor, surfer Garrett McNamara, NFL trainer Tareq Azim and wakeboarder Steel Lafferty to be the faces of its inaugural Outliers campaign.
Nate Checketts, Rhone’s cofounder and chief executive officer, said the company has been hesitant to take the route of many other brands that zero in on an athlete, pay him or her a fee and then hope that person connects with the consumer they’re trying to attract. “We wanted to focus instead on making the best product we could,” he said. “But we found that people want a representation of the embodiment of a brand.”
So he sought out men that he believed excelled at their craft and stood out in their fields. Rather than calling them ambassadors, Rhone opted to borrow a title from the Malcolm Gladwell book “Outliers” about high achievers.
The men will be featured in marketing materials for the brand on its web site as well as through social media and e-mails outreach. They will contribute to the brand’s blog, The Pursuit, where they will share tips and advice to encourage others.
McNamara said he’s been “a longtime fan of Rhone and am honored to partner with a brand that I believe in to my core and inspires people to be better athletes, husbands, fathers and humans. Not only are their clothes extremely functional and comfortable, but they allow me to achieve my goals both in and out of the water.”
Azim said his “core philosophy is based around responsibility to self, and I believe Rhone aligns with this thinking. This partnership seemed like an authentic, natural fit, and I am excited to collaborate and push the industry forward. Rhone’s products are of the highest quality, helping me and my athletes elevate our workouts to maximize the physical and mental benefits of training.”
Lafferty said he loves “morphing sports together. Being a professional wakeboarder, I get the freedom to do anything I want on the water — whether that is inventing tricks that have never been done before like the double mute mobe (two flips and a 360 combined) or bringing a golf club with me and juggling a ball while I ride, the possibilities are endless. That’s why I decided to hop on board with Rhone — the brand fits my lifestyle perfectly.”
Checketts said in the future, Rhone may add other Outliers to the family but that he expects to continue to work with the inaugural team as well.
He said creating this campaign is part of Rhone’s goal to impact one million men through its brand and to highlight positive inspiring stories. “Many media stories put men in a negative light today,” he said. “We’re trying to counterbalance that negative male toxicity and show good men doing great things.”
Rhone was founded in 2014 and is sold at Nordstrom, REI, Equinox and JackRabbit along with more than 200 specialty stores and gyms. At the end of 2017, L Catterton made an undisclosed “significant growth investment” in the brand through its Growth Fund.