Jimmy Butler, a forward with the Miami Heat, is Rhone’s new partner.

Butler has signed a multiyear collaboration and purchased an undisclosed equity investme𝚗t, making him one of the faces and creative forces of the me𝚗’s athletic and lifestyle brand. This is the company’s first deal with an active athlete. According to chief executive officer and cofounder Nate Checketts, Rhone was created in 2014 and has collaborated with Shane Battier, Justin Tuck, Troy Aikman, and other celebrities. However, at this point, all of these individuals are retired and have acted more as ambassadors.

Checketts remarked, “We haven’t had a relationship like this with anyone else.” Jimmy is such a special person. He started from nothing at all, works incredibly hard (getting up at 3:30 a.m. for his workouts), and is a great competitor who truly wants to win. Jimmy’s entrepreneurial drive, strong work ethic, enthusiasm for the greater good, and easygoing yet cutting-edge aesthetic make him a natural match for Rhone and a valuable source of perspective. His distinct viewpoint and the nexus of fashion, sports, and culture drew us in.

Under the terms of the deal, Butler will join Rhone as a creative partner, collaborating closely with the company on product partnerships, design, and the introduction of new verticals.

Butler will serve as the face of the Rhone summer 2021 campaign and will have a sаy in what the company offers, perhaps including a Jimmy Butler collection.

Although Checketts stated that “he definitely has interest in putting a collection together,” the deal moved rapidly and the specifics are still being ironed out. Rhone is “still trying to explore where we can go,” he continued. This is a new phase for us because we have avoided official endorsement deals like those offered by Nike and other companies.

Butler stated that the first talks about the new agreement began while the league was “in the bubble” last year. Butler took a break from his workout to talk about the deal. Butler looked to the Rhone brand for his workout and leisure clothing during the NBA season hiatus. He questioned, “How can you look as fly as possible and be comfortable?” Rhone then entered the picture. It’s wonderful when you feel well, but it’s even better when you look beautiful.

Highlighting the brand’s performance clothes, he noted that his family and friends’ positive reactions to the goods had a significant role in his decision to work with Rhone. Butler continued, “I’m a big family individual, and it fits them so well.” The decision was partly influenced by the slowdown in the sales of sports products in 2020.

In the 2011 NBA Draft, Butler was selected by the Chicago Bulls with the 30th pick. He established himself with the Bulls before moving on to the Minnesota Timberwolves, Philadelphia 76ers, and Miami Heat, where he helped the team reach the 2020 NBA Finals.

Butler may like to sport Rhone while he’s not on the floor, but since December, Li-Ning has been Butler’s sponsor when he’s on the court. He joined Orlando Magic point guard Michael Carter Williams, Portland Trailblazers point guard CJ McCollum, and former Miami Heat star Dwyane Wade on the Li-Ning roster.

Before Li-Ning, Butler used Jordan Brand sneakers for his games, but he ended his contract early in 2020, around ten months ahead of schedule.

Butler stated that the agreements with Rhone and Li-Ning are “completely separate” and won’t cоnflict with one another. Butler clarified, “They know how I feel wearing Rhone.” “They comprehend my perspective.”

Checketts stated that Butler will collaborate with Rhone on its “Forever Forward” charitable endeavor, which will encompass mentаl health programs and basketball clinics for impoverished children, in addition to the clothing line. “We’ll collaborate with him on that.”

In addition to Butler, L Catterton is one of Rhone’s other well-known investors. A major investment in the label was made in 2017 by LVMH Moët Hennessy Louis Vuitton, Groupe Arnault, and Catterton Partners. That came after a group consisting of former NFL Network and ESPN executive Steve Bornstein, NBA commissioner emeritus David Stern, sportscaster Ryen Russillo, former NBA player Shane Battier, and M3 Ventures, an investment fund run by former CAA executive Martin Dolfi, raised $6.2 million.