Russell Westbrook unveils Jordan Brand shoe, cologne, eyeglass frame
Thunder guard Russell Westbrook’s imprint on fashion has expanded to include a signature Jordan Brand shoe, a cologne and an eyeglass frame collaboration with a high-end retailer.
The NBA All-Star recently offered a preview of his Jordan Westbrook 0 sneakers as part of Paris Fashion Week. The lifestyle shoes are his first signature product with the Jordan Brand. They are available through French retailer Colette and will be available in the United States on July 11.
Byredo Westbrook Eau de Parfum, a cologne designed in collaboration with Stockholm-based Byredo, is available through Barneys with a 250 milliliter bottle costing $350. Westbrook Frames, which Westbrook co-owns, collaborated with Colette on “The Paris,” an aviator-style eyeglass frame featuring mirrored gold lenses available only through the French retailer.
Marc Beckman, DMA United founder and Westbrook’s agent for his fashion deals, said the goal has been to make his client the dominant athlete in the fashion world.
“What we’ve done very, very strategically with Russell is organize a platform for him where no other professional athlete will ever be able to catch him,” Beckman said. “It’s his time right now, and we’re going to own that space. You’re not going to see another professional athlete with a sustainable business at the top tier of luxury, launching with some of the best retailers on the planet.”
It’s been a busy month for Westbrook. In early June, Westbrook Frames partnered with the NBA to launch a new series. The initial release included frames for the Cleveland Cavaliers, Boston Celtics Los Angeles Clippers, Miami Heat, New York Knicks and Brooklyn Nets.
Before that, he launched the Westbrook XO Barneys New York Spring 2015 Collection, in which he created pieces in partnership with Nike Jordan, Marcelo Burlon County of Milan, Naked and Famous, WANT Les Essentiels de la Vie, Del Toro and Globe-Trotter. He also has fashion partnerships with True Religion, LVMH/Zenith Watches, Kings and Jaxs and Jordan Brand.
Westbrook is hands-on with the products.
“He’s as interested in fashion as he is in anything else,” Beckman said. “If he didn’t have that kind of passion and love for it, he wouldn’t be as committed as he is. That’s what makes it believable — because it’s true. It’s something that’s innate. Even working with all the different companies that I partner with, they all talk about his vision, and that it’s remarkable that he wasn’t formally trained as a fashion designer.”
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