New York Knicks star Carmelo Anthony has just inked a multiyear deal as the corporate spokesperson for Johnson Products Company Inc., known as one of the most pioneering ethnic hair care companies in the world.
JPC has entered the men’s grooming arena with the fall 2010 launch of Ultra Sheen Men. Building on the company’s legacy and expertise in the African American ethnic hair market, JPC is continuing to reinvent itself and introduce new brands with innovative formulas and products that meet the needs of today’s multicultural consumer. The Ultra Sheen Men grooming collection is targeted to the trendsetting man who has style and swagger. Today, no one better exudes the “trendsetting man” than NBA All-Star Anthony, who has signed on to lend his voice and celebrity to the Ultra Sheen Men line.
“We are very excited to leverage the strong position in the ethnic hair care space that Johnson Products has to launch our new men’s line. Our team sees a lot of opportunity and growth in the men’s sector which doesn’t typically get a lot of attention,” explained JPC CEO, Eric Brown. “Adding Carmelo Anthony to the Johnson Products Family as well as having him represent the Ultra Sheen Men brand to the community will certainly bring excitement to our new brand.
In two years, JPC has successfully reorganized the company and its worldwide distribution. This deal with Anthony is a part of the company’s strategic plan to regain its prominent global market share. The deal will feature Anthony in advertising and promotional campaigns, cause-marketing and community outreach programs as well as in personal appearances for JPC and Ultra Sheen Men. Anthony will also be involved in the development of innovative new grooming products for JPC.
“I am very excited about joining the team at Johnson Products Company. I have fond memories of Ultra Sheen products from my childhood days and they have such a long-standing and rich reputation that it was very easy for me to agree to be a part of this new effort,” Anthony said. “Being a part of the Ultra Sheen Men launch and influencing young men to ‘Step Up Their Game’ in every aspect of their lives is truly what I am all about.”
