Sears Canada (TSX: SCC) wants the next sports jacket you buy to be a great one.
The struggling retail giant is partnering with Wayne Gretzky for a line of casual menswear to launch this fall.
Newly appointed Sears Canada president and CEO Ron Boire said in an April 23 statement the hockey legend would provide “input” and give “his stamp of approval” for everything from knit tops to pants.
"I am thrilled to partner with Sears to bring Canadians this brand," Gretzky said in a statement.
"With Sears extended national reach through stores, website and catalogue, my clothing will be accessible to Canadian men who want to dress smart and do so affordably in all corners of the country."
Items on the #99 clothing line will be priced starting at $40.
Sears Canada spokesman Vincent Power said Gretzky and the retailer would share ideas on the design, development, styling, colours and fabrication of the menswear.
“This isn’t going to be a down-and-dirty line,” he said.
“This is going to be a line of better quality menswear and so we have to have suppliers who are able to manufacturer that quality of goods.”
Gretzky isn’t the only Canadian icon Sears has tapped for an endorsement in recent months.
Last year, in the wake of mass layoffs, store closures and former parent company Sears Holdings’ (NASDAW:SHLD) decision to sell off most of its 51% stake in the Canadian division, comedian Mike Myers appeared in a commercial alongside his sibling who works for the department store.
"We're not going anywhere," Peter Myers tells his younger brother in an ad that debuted in November.
"You of all people should know not to believe everything you read in the papers."
Despite landing two big Canadian names in recent months, Power said Sears hasn’t been actively seeking celebrity endorsements.
“I wouldn’t want to say we are now looking to team up with many more celebrities.”
