Jeans & Chess

For a long time famous people are used for promotion and advertisements. These 'stars' sometimes even become the face of a brand and act as a trademark. At the moment there is a new remarkable cooperation between  Magnus Carlsen and G-Star RAW. Magnus Carlsen was born in Norway and became a Grandmaster at the age of 13. Now at age 20 he is the number 1 ranked chess player of the world. This makes him the youngest player that has ever achieved this. He was described as 'the Mozart of chess'.

G-star Raw chose Magnus Carlsen as their model, because of his extraordinary intelligence and creative talent. The fashion brand found his straightforward approach matching with their brands philosophy. They used the chess player because it is really unexpected and new. This way they created something innovative and inspiring.

The famous jeans brand also organised The Raw World Chess Challenge. This event made it possible for 'the world' to play against Magnus. 70.000 players together from all over the world were able to play on-line against the Grandmaster. Yet he still managed to win in 44 moves.

I really like the combination of chess and fashion. People often associate chess with dull people and nerds. So the combination with trendy clothing is very unusual and innovative. I am a chess player myself and i like G-Star as a brand, in my opinion G-Star made a very good move. I also like the fact that Magnus doesn't look like the standard model at all. He gives a new flavour to the world of fashion.

Link to the G-Star Raw site containing information about Magnus and the RAW World Chess Challenge: http://www.g-star.com/en/friends/magnus-carlsen/friends-magnus-carlsenabout_raw_chess/#/nl-nl/friends/magnus-carlsen/friends-magnus-carlsenabout_raw_chess/