Britney Endorses an Apparel Brand for the First Time: Candies

Britney Spears, rising from the ashes in her recent comeback to worldwide stardom, has signed an exclusive deal with Candies, the fashion teen brand, to appear in a new ad campaign. The deal marks the first time Spears has agreed to endorse an apparel brand.

Candies is sold exclusively at Kohl’s Department Stores and the campaign incorporates the retail brand in the new tag line: Candie’s Only at Kohl’s.

Spears will appear this year in print, television, in-store and online marketing and ad campaigns.

Both Candie’s and Kohl’s will be heavily integrated into all of Spears’ upcoming promotional activities, including sponsorship of the Spear’s tour, which got underway March 3.

Some of the promotional activities include, VIP experiences for attendees to walk on Candie’s pink carpets and sit in lounges.

Candie’s was also the exclusive host of Spears’ “First Look” tour video that launched last week. In an upcoming video of her current album, “Circus,” Spears will wear Candie’s clothing, footwear and accessories.

“Britney’s back and Candie’s has her,” commented Dari Marder, chief marketing officer, Iconix Brand Group, Inc. Marder added, “There is a perfect synergy between our Candie’s girls and Britney’s fan base and to be able to partner with her during such a monumental time in her career is very exciting for the brand.”