Well, Carmelo Anthony's trade from Denver to the Big Apple a short while ago is already paying dividends for the NBA star. Yup, as a more prominent national sports personality now, as he plays for the New York Knicks, he has just inked a multiyear deal to lend his voice and celebrity to the Ultra Sheen Men grooming collection which is targeted to the trendsetting man who has style and swagger. And Johnson Products Company, makers of Ultra Sheen, felt that today, no one better exudes the “trendsetting man” than 'Melo.
“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,” said Carmelo Anthony. “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.”
“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.”
JPC’s partnership with Carmelo Anthony is the first of its kind for the new management team at JPC. On March 31, 2009, JPC was successfully acquired from Procter & Gamble with the combined investments of RC Fontis, St. Cloud Capital and Plus Factor, LLC, an African American management team. In two years, the new team at JPC has successfully reorganized the company and its worldwide distribution. This deal with Carmelo Anthony is a part of the company’s strategic plan to regain its prominent global market share. The deal will feature Mr. Anthony in advertising and promotional campaigns, cause-marketing and community outreach programs as well as in personal appearances for JPC and Ultra Sheen Men. Mr. Anthony will also be involved in the development of innovative new grooming products for JPC.
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