Anthony Davis x Saks Collab
Athlete Collaboration & Private-Label Capsule · VP Fashion Director, Saks Fifth Avenue
Objective
Capitalize on the NBA "tunnel walk" as one of the most influential runways in contemporary menswear. Elevate the Saks Fifth Avenue Men's Collection private label by partnering with NBA all-star Anthony Davis on an exclusive capsule.
Actions
Co-developed an exclusive capsule collection between the Saks Fifth Avenue Men's Collection and Anthony Davis. Launched in 23 Saks locations — a deliberate tribute to Davis's jersey number — and on saks.com. Filmed digital content with Mr. Davis for Saks digital and social channels. Hosted launch events in New Orleans and New York to anchor the rollout.
Results
Delivered the first long-term athlete collaboration on a fashion collection at Saks Fifth Avenue. Created new product driving incremental Men's Collection volume. Grew the Saks men's customer base by reaching Davis's audience across NBA, fashion, and lifestyle channels.