• Promo, Thursday, January 3, 2008 10:45 AM

Steve and Barry's, the 265-store casual sportswear chain, is set to launch a surf and skate line by surfer Laird Hamilton. The collection includes graphic T-shirts, board shorts and casual clothing for men who embrace the surf and skate lifestyle.

The chain has been pairing with celebrities from actress Sarah Jessica Parker to National Basketball Association player Stephon Marbury for nearly 18 months. Each star launches their own exclusive Steve and Barry's product line and makes national in-store appearances to pitch their wares, as well as the brand. Other athletes who have signed deals include golfer Bubba Watson, NBA pro Ben Wallace and tennis star Venus Williams.

Steve and Barry's promotes celebrity appearances via e-mail blasts and store signage. Store employees dress in the clothing lines to act as walking billboards. The chain also launches branded microsites specific to each celebrity from www.SteveandBarrys.com.

Read the whole story at Promo »