The famous watch company Audemars Piguet announced that Lebron James would be the new global brand ambassador on April 10, 2011. Celebrity endorsements have been a strategy that many brands have used successfully in the past to help convey certain qualities and characteristics to fans and customers. Some may not understand the purpose behind endorsements and think that brands should communicate with consumers based on benefits and features.
However, we live in a world where many companies are yelling at the top of their lungs to try and get attention and credibility. An endorsement like Lebron’s shows people that Audemars Piguet is doing more than just barking loud and can deliver a pretty vicious bite as well. The watchmaker chose Lebron as its new brand ambassador because of his commitment to excellence, skilled technique, and unwavering generosity.
Limited Edition Audemars Piguet Watch with Lebron James
Both Audemars Piguet and Lebron James have decided to collaborate in order to create a limited edition watch. The watch company is known for endorsements by many athletes, helping its image as a luxury sports watch. “We have a history of partnering with those at the top of their game and right now, LeBron is like a comet,” said Francois-Henry Bennahmias, President of AP North America.
While the limited edition watch would no doubt make Lebron money, he has decided to donate all the proceeds to his charity called the Lebron James Family Foundation. This decision reinforces the similarities between AP and Lebron James as they both have a strong focus on humanitarianism and philanthropy.
Shared Values Bring People Together
When it comes to being a part of the world and giving back, Audemars Piguet delivers more than just luxury sports watches. The company has taken on many projects since the early 1990s in order to educate youth about preserving the environment and the importance of forests. Some of the projects that AP has taken on include planting trees after fires, storms, and deforestation.
In addition to the success that Lebron demonstrates, Audemars chose him as an ambassador because of his passion for philanthropy and giving back. The Lebron James Family Foundation aims to empower single-parent households and strengthen the relationship between family members. The foundation does this through various projects that focus on creating family-friendly environments to improve education and physical fitness for those who are dealing with adversity.
While there have been many great changes that came with the twenty first century, there are also increasing problems like divorce rates and environmental disasters. When successful philanthropic causes are united like AP and Lebron, our world comes one step closer to solving issues that cause suffering across the globe.