The Wrangler, Lee and Rock & Republic parent company lost $33 million in the most recent quarter thanks to the global shutdown.
Kontoor Brands charts go-forward strategy as the effects of the coronavirus play out around the world.
Wrangler surpassed its goal to save more than 7 billion liters of water since 2008.
The retailer is also helping raise funds by way of a virtual concert series and social media campaigns as stores remain closed.
The denim company expects even further declines with the coronavirus spreading.
The athlete will appear in ads for the brand and make appearances in its Chicago store.
The collaboration launches Jan. 30.