Entrepreneur
Key Takeaways
Authentic partnerships outperform flashy ones.
Lifestyle storytelling builds stronger brands.
Personality is currency.
Some brands go for flash. But that wouldn’t be appropriate for an underwear brand like Tommy John. So naturally, they went for fit instead.
When the leading underwear and apparel company announced New York Knicks player Josh Hart as its first-ever athlete partner, it wasn’t looking to make a splash with a perennial All-Star or MVP candidate.
It was about alignment. It was about finding the right voice, the right personality and the right audience.
A perfect fit
Tommy John had already worked with Hart through The Roommates Show , his podcast with fellow NBA player Jalen Brunson . They’d seen his humor, relatability and ability to connect with fans