By Barry Janoff
August 20, 2015: Sean John, the high-octane fashion line run under the auspices of Sean (P. Diddy) Combs, taps into NBA bloodlines for its new campaign, "Dream Big," which will feature the sons of LeBron James and Carmelo Anthony, as well as Combs' own son, Quincy Brown.
The Fall/Holiday 2015 multi-media effort, which breaks later this month, will include TV, print, outdoor, Internet, social media and POP. Print is anchored by a spread in the September issue of GQ.
The "Little Dreamers" segment of the campaign, to support Sean John Boys brand, will feature Lebron James Jr. (10) Bryce James (8) — who have appeared as extras in campaigns featuring their dad — and Kiyan Anthony (8). (Photo taken by LeBron's wife, Savannah, and posted to her InstaGram account.)
According to Sean John, "The three are a great fit for the Sean John Boys brand and truly represent the next generation of big dreamers."
This will be the sixth Sean John campaign for Quincy Brown (24), who first appeared in ads at the age of 13. This year, he made his acting debut in the films, Brotherly Love and Dope, and also released a music single, Friends.
"As a brand, we look to the future of fashion," Dean Arcuri, vp-marketing and creative services for Sean John, said in a statement. "The Dream Big concept best communicates our brand positioning by examining those who, like Mr. Combs, had a dream and made it a reality."
Sean John said it "called upon renowned actor/musicians" to appear in the umbrella "Dream Big" effort, which features "young influencers living out their dreams in their professional endeavors."
In addition to Quincy Brown, it also stars Jussie Smollett, who appears as Jamal Lyon on Fox's Empire, and is an accomplished singer/songwriter.
"The three are a great fit for the Sean John Boys brand and truly represent the next generation of big dreamers."
According to Jeff Tweedy, president for Sean John, "Sean Combs lives by the words, 'Dream It, Wake Up, Do It.' When he created the Sean John line, it was with this mission in mind. This is a brand for those who not only dream but dream far beyond their limitations.
"Our fall campaign concept truly celebrates those young men who bring their dreams to fruition. Jussie and Quincy are quintessential examples of the Sean John man and are true role models for our Dream Big concept," said Tweedy.