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NBA Star Dwyane Wade to Spearhead New Naked Brand Campaign

Innerwear brand Naked just signed on NBA champion Dwyane Wade to lead its “Role Models” campaign, and Wade will also be the creative director for a signature collection of innerwear slated to launch in 2016.

“When I first discovered Naked, I immediately loved the brand name as well as the fit and feel of the underwear,” Wade said in a statement. “I am very excited to partner with a brand that celebrates individuality and authenticity. What you wear underneath is the foundation for how you look and feel. Naked is taking innerwear to the next level and I look forward to helping them build the brand and the business.”

Wade will work to help launch the Role Models campaign this summer, and in another appointed role as a member of the company’s advisory board, Wade will help Naked build brand awareness and reach business goals.

Carole Hochman, Naked’s CEO, chief creative officer and chairwoman, and renowned designer and sleepwear pioneer, said Wade exemplifies the character at the core of the Naked brand.

“I admire his commitment to style, the success of his other fashion and apparel partnerships and his intent to identify and partner with the emerging brands that will be the leaders of tomorrow,” Hochman said, added that he has had similar commitment and success in his on-court life.

Joel Primus, founder and president of Naked said the brand is all about people writing their own stories and having the freedom to be themselves.

“We plan to build awareness and enthusiasm for Naked and our brand philosophy by sharing and celebrating the stories of men and women who live inspiring and authentic lives,” he said, noting that Wade is the perfect partner for the brand.

Next year, Naked and Wade will launch a Wade signature collection of innerwear for men and boys. Wade will work closely with Hochman and her design and development teams to create a mass-appeal line.