Kevin Hart invests in underwear company Tommy John
Kevin Hart didn't just want to be a celebrity endorser for Tommy John, he also wanted to be a part of the business.
Comedian Kevin Hart has invested in men’s underwear company Tommy John.
The American funnyman made his Tommy John appreciation clear three years ago, by posting a video of himself in a pair of the label’s designs. The company quickly sent him some complementary underpants, but it wasn’t until earlier this year (16), that Kevin approached the brand. And rather than just being paid to pose in his pants, Kevin wanted a slice of the business pie.
“I wanted to be something more than just another celebrity endorser,” Kevin said, reports WWD. “There’s something so much more authentic about investing in the brands that you love — brands that you wear, instead of getting paid to.”
Tom Patterson, Tommy John’s founder and chief executive officer, admits he was wary about teaming up with a big name, but after meeting Kevin a few times said he would have been “crazy” not to have signed him up.
News of the partnership went live on Thursday (08Sept16), with Tommy John sharing a lengthy post on Instagram about its new business partner.
“Today, we’re proud to announce Kevin Hart as an investor in our company and a co-champion in our mission to end male discomfort,” it read. “We admire Kevin's hustle and his uncanny ability to find humour in human struggles. Our founder Tom had to hustle to make his first sales, ultimately leaving a steady job and investing everything he had in the idea that men's underwear needed to be fixed.”
The post adds the brand has earned “valuable street cred” since Kevin began posing in his pants.
And thanks to Kevin’s 41.6 million Instagram followers, the Tommy John website received half a million visits in the first 24 hours following the announcement.
A Kevin Hart by Tommy John line is planned for next year (17).
© Cover Media
Belfast Telegraph Digital