Tracking down Andre 3000 can be pretty difficult. He hasn’t put out a full-length project in over a decade, only appearing on the occasional track to contribute a guest verse. However, Swedish footwear brand Tretorn managed to snag the elusive rapper for a multi-faceted partnership.
As part of the partnership, the Outkast member will appear in an upcoming campaign to celebrate the 50th anniversary of Tretorn’s Nylite sneaker. Three Stacks will then design a capsule collection that will come out in 2018. Apparently the 41 year old Andre Benjamin was already a fan of the brand when they contacted him about the partnership.
“He came to the meeting with sketches of shoes,” said ABG president Nick Woodhouse, making clear that Benjamin is not just in this for the check. Woodhouse had more glowing things to say about the rapper, saying, “We wanted to work with Andre because he resonates with all ages nd he’s an OG. He’s not a flavor of the month.”
Tretorn has a longer history than most brands; they were founded 126 years ago. However, they were recently sold by PUMA to Authentic Brands Group, who are looking to make the brand relevant again. Partnering with Andre 3000 is a good place to start.
[via WWD]