New Orleans Saints RB Alvin Kamara is a style icon, seen at New York Fashion Week and mimicked on Sunday’s at the Superdome with fans wearing faux gold grills, dreadlock wigs and bull nose septum piercings. When he tweeted about how much he loved Fruit of The Loom white tees, Fruit of course replied, but it felt like an opportunity to do something more, and we collaborated with him to create a limited-edition signature white tee exclusively for the running back’s fans on Instagram.
Kamara announced the #AK1K collaboration in a video that received 1.39 million views and 3,675 comments. To hype the shirt Kamara posted carousels showcasing a variety of looks incorporating the #AKxFRUIT tee accented with items from his own closet.
When he hit 1K all-purpose yards that season, Kamara announced a few lucky fans who commented #AK1K on his 9 white out posts would receive a limited-edition shirt. In three days, there were 63,000 comments. 63,000 people clamoring for a plain white Fruit of the Loom t-shirt. Touted on Muse as one of the simplest fashion campaigns yet and getting love from US Weekly.
The looks:
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creative direction, concept, writing
