Rocawear, the ultimate music-inspired streetwear brand announces the endorsement of TV mega star Nev Schulman from the smash hit show Catfish for the new AW ’14 campaign. Iconix Europe has secured Nev to front the brand in a move to continue the progress of Rocawear across Europe as part of its on-going re-positioning programme.
Having already secured key UK high street retailers (such as House of Fraser and Burton) since the inception of the re-positioning, Iconix Europe looks to grow Rocawear’s customer base and build upon the success to date targeting more wholesale accounts. Producer, actor and photographer Nev Schulman follows on from a host of stars and celebrities such as Dynamo Magician and Rick Genest (aka Zombie Boy) that have been shot for the brand.
Nev shot to fame with the American docudrama TV series, Catfish. Based on the 2010 acclaimed and cult-hit documentary film of the same name, the show airs on MTV and depicts the truths and lies of online dating. In a strategic move in announcing Nev, Iconix Europe targets a European mainstream consumer within the 18-30 year old market.
This season Rocawear combines its underground streetwear appeal with a cleaner, fitted look that is commercially viable. This new step in the re-positioning strategy further cements Rocawear’s relevance in the European market and steps far beyond the urban connotations it once had.
The Autumn Winter ’14 collection from Rocawear has four main stories running through it – Roc Statue, Monochrome Roc, Roc Camo and Roc Compass. The range fuses the best elements of sportswear with a premium street aesthetic which has evolved on from the SS14 offering.
Daisy Laramy-Binks, Marketing and Creative Director of Iconix Europe, comments “Nev represents the latest exciting addition to our line-up of Rocawear ambassadors, chosen for their ability to surprise the consumer and embody the evolving perception and freshness of the Rocawear brand. We are delighted to be working with him and welcoming him into the fashion arena.”
This commitment from Iconix Europe is backed with a strong creative retail plan offering surround product presence, in-store support and cooperative retail communication. The brand looks to strengthen its new-found position and increase its customer base, with more major retail partners to be announced over the coming months.