Montreal’s Gildan Sportswear has concluded its year-long search for a high-profile pitchman, inking a two-year endorsement deal with country music star Blake Shelton.
Company chief Genn Chamandy noted Thursday that not only will Shelton be a major draw to his clothing line but his he brings the extra appeal of being married to country singer Miranda Lambert, who might also help boost sales in its fledgling womens clothing line.
Gildan said that the search for a big name to endorse its wares took about one year.
Gildan, which mainly produces T-shirts, socks and underwear, hopes to increase its market share in the estimated $20B U.S. market for such goods.
The company said that its market share in men's underwear has doubled to six percent of the American market in the last year and hopes to eventually rise to 30 percent.
About 80 percent of its revenues comes from men and and the Gildan said that it hopes to increase its sales to female consumers with its Doris line. Gildan announced one day earlier that it had purchased Comfort Colors for $100 million.
