Pop superstar Britney Spears has signed an exclusive partnership with junior clothing brand Candie's to endorse their fashion line, which is only available at Kohl's department stores. She will thus appear in "Candie's Only at Kohl's 2009" print, television, in-store and online marketing campaign, so officials who work for Candie's and Kohl's announced on Monday, March 2.
Due to their partnership, Candie's and Kohl's will in return sponsor Britney's "Circus" tour, beginning on March 3. "Britney's back and Candie's has her," said Dari Marder, the chief marketing officer for Candie's Iconix Brand Group. "We are thrilled to announce our partnership with Britney, which marks her first ever apparel endorsement. There is a perfect synergy between our Candie's girls and Britney's fan base and to be able to partner with her during such a monumental time in her career is very exciting for the brand," Dari revealed further.
Britney herself admitted, "I'm so excited to be the face for Candie's Only at Kohl's. Candie's and Kohl's are doing such great things with my tour. It's great to work with a line that has such cool clothes and accessories."
Serving as Candie's celebrity spokesmodel, Britney Spears joins the brand's previous endorsers that include Hilary Duff, Destiny's Child, Ashanti, Hayden Panettiere and several other pop singers.