Tretorn—the Swedish footwear and outwear company known best for their classic Nylite tennis shoes—has recruited André 3000 as an "influencer of sorts" to help introduce the brand to a broader millennial audience.
According to WWD, 3 Stacks will come on board as the face of a new campaign and design a capsule collection set for a 2018 release. The partnership coincides with a 50th anniversary campaign for the Nylite sneaker, for which André will collaborate with designer Marc Fisher on an update of the brand's signature shoe.
In the broader scheme of things, the 126 year-old Tretorn is also mid-revamp, having been sold by Puma to Authentic Brands Group last year. "We wanted to work with Andre because he resonates with all ages and he’s an OG,” said ABG president Nick Woodhouse, noting later on, "He came to the meeting with sketches of shoes."
Full story here, via WWD.
