NY Yankee Mariano Rivera for Canali

Beginning this March, New York Yankee, Mariano Rivera will become for the first celebrity spokesperson for the Canali menswear brand.

[Elisabetta Canali, global communication director] said using a celebrity allows the company to “immediately capture everyone’s attention.” The same will hold true if Rivera makes any appearances on behalf of the brand. Canali said that “depending upon his availability, he will be involved in store events.”

It’s understandable that a celebrity makes a brand instantly recognizable, but why Rivera in particular?

“He is a very positive person, with a great attitude and style,” she said. “He represents excellence in his field and it comes natural for us to look at him as an ambassador of those values we both share.”

Look out for Rivera’s new ads in major magazines this March.

Story and photo from WWD