Sean John Underwear has hired hip-hop artist and University City native Nelly as its new celebrity spokesmodel, the company said Monday.
Advertisements, shot by Randee St. Nicholas, feature Nelly wearing underwear and loungewear inside and outside a modern home overlooking Los Angeles.
Terms of the agreement were not disclosed.
Nelly is Sean John's first underwear model, but Sean “Diddy” Combs' clothing line has used Dwayne Wade, Nas, Snoop Dogg, Lil' Wayne, Penelope Cruz, Cassie and Lauren London as models in the past.
“To me, Nelly is the quintessential definition of the Sean John man,” Diddy said in a statement. “He has the attitude, the swagger and most of all, the physique that our customers can both aspire and relate to. And let's be honest, all of the ladies out there are going to be thanking us for this campaign. The images are so strong; they speak for themselves.”
Sean John has annual retail sales in the United States of more than $525 million and is sold in specialty and department stores, including Macy's.
Nelly also has an endorsement deal with Reebok and plans to open a multimillion-dollar athletic facility in Maryland Heights with NBA guard and fellow St. Louis native Larry Hughes.