Influencer-driven fashion campaigns are usually pretty colorful affairs. But Alvin Kamara, star running back for the New Orleans Saints, has simpler taste—as evidenced by his new partnership with Fruit of the Loom.
Back in April, the NFL's 2017 Rookie of the Year tweeted about his love for the brand's starkest piece of clothing. Fruit of the Loom, surely thrilled by the unsolicited kudos, reached out to the 24-year-old and suggested a partnership.
I donno why I never bought @FruitOfTheLoom white tees.... but I’m not buyin any other brand ever again. ❤️— Alvin Kamara (@A_kamara6) April 22, 2019
CPB devised the campaign, which will work like this. Fruit of the Loom is making 1,000 limited-edition Kamara tees. As soon as he hits 1,000 all-purpose yards this season (which is a pretty sure bet, as he already has 229 through two games), he'll post a message on Instagram. Fans who respond in the comments will have a chance to win one of the tees.
The shirts feature a simple custom hem tag, collar tag and hang tag bearing AK's personal logo.
Kamara announced the partnership on Instagram on Thursday.
While the centerpiece of the partnership is the white T-shirt, the campaign will include some more involved fashions. Throughout the season, Kamara—known as one of the NFL's more fashionable stars—will be posting Instagram stories and carousels showcasing complete outfits incorporating the AK x FRUIT tee, as well as items from the star's own closet.
The looks will be styled by New Orleans-based designer Detrell Wright, a friend of Kamara's. Wright's "Made in the Hood" line designs the ski masks Kamara often wears to games.
The photos were shot around the city by Nathan Sissle, with help from New Orleans creative team Freewater.