DimeMag

Official NBA Partner, Stance, Names Rihanna Creative Director

The sock game done changed. Rihanna is bringing her talents to STANCE, the NBA’s official sock provider. She will act as a contributing creative director for her own personal line of socks. Chandler Parsons and Andre Drummond already have their own sock design for Stance, but Rihanna will roll out an entire line.

Stance just released a limited edition Rihanna brand that features 1,500 crew socks and 1,000 knee-high socks and both men and women’s sizes. Rihanna’s full line will be released during the holiday season and features 18 different styles.

Around the start of the NBA season, Rihanna’s socks should be all over the digital sphere:

Stance plans to make a strong digital ad play for Rihanna’s fall collection, which will retail from $18 to $28. Rihanna served as creative director of the fall campaign. The company usually sells its wares at retailers such as Colette, American Rag Cie, Nordstrom and Shopbop.com, but it has yet to finalize the list of retailers that will carry Rihanna’s 18 styles for fall. Her holiday collection is due in November.

Stance’s status as the official sock of the NBA should allow players to wear any Stance sock. If that’s the case, Rihanna’s sock could be a popular choice among the players.

(WWD)

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