Musicians are the new creative directors.
The Finish Line announced last week that it has tapped hip-hop group Migos to serve as creative directors for the retailer.
Migos, the BET award winning rap trio from Georgia, will develop the style and theme for a variety of product shoots and star in several Finish Line marketing initiatives.
The artists will also connect their 1.5 million Twitter followers and 4.6 million Instagram followers to Finish Line through curated posts on their group handles as well as individual social handles.
“This collaboration is unlike anything we’ve ever done before,” said Paul Diehl, Finish Line senior director of content, social and consumer trends. “Instead of focusing on one particular brand or product, we’ve opened the door for Migos to take creative control and invest in Finish Line holistically.”
It’s a creative approach that has done wonders for sneaker brands in recent years. In December of 2014, Puma named Rihanna creative director for Fenty. The brand also counts Big Sean and The Weeknd as creative collaborators. Meanwhile, Adidas continues to have a successful run with Kanye West’s Yeezy line and Pharrell William’s Adidas Originals collection.