Harlow will be unveiling a new basketball shoe at the celebrity game during NBA All-Star weekend.
: As another sign of how athletic brands are increasingly banking on well-known musicians to broaden their reach, New Balance has recruited Jack Harlow as an ambassador.
The three-time Grammy-nominated performer is scheduled to represent the athletic brand at Thursday night’s RufflesAll-Star Celebrity Game by unveiling a basketball shoe — the New Balance 550. He was not available to comment Thursday, according to a New Balance spokesperson. The Louisville, Ky.-born rapper will headline key marketing campaigns and will be the point man for the brand to hoops culture. When the music video for Harlow’s new single “Nail Tech” debuts Friday, fans will see him wearing several of his favorite New Balance styles.
With 8.5 million followers on Instagram, Twitter and TikTok alone, Harlow clued in his followers to this week’s single release by posting a video to his social media. The 23-year-old has been sporting New Balance sneakers since he was a boy with the 990s being a personal favorite. More recently, he has favored the Joe Fresh Goods 990v3s and collaborations with the 550s have been “fire,” according to information provided by the family.
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