Rhone has tapped Philadelphia Eagles wide receiver Nelson Agholor, surfer Garrett McNamara, NFL trainer Tareq Azim and wakeboarder Steel Lafferty to be the faces of its inaugural Outliers campaign. Nate Checketts, Rhone’s cofounder and chief executive officer, said the company has been hesitant to take the route of many other brands that zero in on an athlete, pay him or her a fee and then hope that person connects with the consumer they’re trying to attract. “We wanted to focus instead on making the best product we could,” he said. “But we found that people want a representation of the embodiment of a brand.” So he sought out men that he believed excelled at their craft and stood out in their fields. Rather than calling them ambassadors, Rhone opted to borrow a title from the Malcolm Gladwell book “Outliers” about high achievers. The men will be featured in marketing materials for the brand on its web site as well as through social media and e-mails outreach. They will contribute to the brand’s blog, The Pursuit, where they will share tips and advice to encourage others. McNamara said he’s been “a longtime fan of Rhone and am honored to partner with a brand that I
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