With the mantra, “The Uncommon Thread” driving Stance’s movement in the sock category, the brand has extended its reach by enlisting the help of basketball superstar James Harden to represent a new signature line of socks and (now) underwear, under the brand’s Punks & Poets ambassador platform.
“I’ve been a fan of Stance for as long as I’ve known about them,” said James Harden. “I’m excited to officially kick this thing off.”
Stance unveiled its very first season of underwear styles in November 2015 on Stance.com. The collection expresses Stance’s uncommon approach to everyday essentials with fabric technology that’s made from milk protein. Called the “Butter Blend,” (for it’s softness, we can hope) this fabric is extraordinarily soft, nourishes the skin and provides odor-resistant properties. Feather Seam panels help eliminate irritation from stitching, while Stance’s Core-Flex elastic waistbands wick moisture and keep things from slipping out of place. The underwear comes in both boxer and brief styles.
But why Harden? The better question might be, why Stance…
Stance has built itself around art and self-expression, drawing performance and sport athletes to represent new products that speak to their creativity and style. Music performers and cultural influencers have also joined the bandwagon as Stance ambassadors.
“From his off-court style to his on-court game, James is a perfect fit for Stance,” said Clarke Miyasaki, executive vice president of Business Development.
Harden, NBA star of the Houston Rockets, joined the roster of Stance’s Punk & Poet reps, joining names like boxing’s Adrianne Ho, ultra runner Anton Krupicka, Surfer John John Florence and many more.
As part of the deal, Harden will release signature lines of Stance socks, as well as Stance underwear – a new product division for the company that’s behind the official sock of the NBA. The 26-year-old shooting is the first Punk & Poet to represent both the sock and new men’s underwear category.
Photos and Video courtesy of Stance