Dean and Dan Caten must have a thing for Spain.<\/p>\n
After recently joining the brand ambassadorship craze by naming Spanish music sensation Bad Gyal as their brand\u2019s first ambassador<\/a>, the Dsquared2 founders are adding a male counterpart to this new strategy by tapping another local talent. The duo zeroed in on FC Barcelona soccer player Ferm\u00edn L\u00f3pez to represent their brand in upcoming global campaigns and international events.<\/p>\n More from WWD<\/p>\n \u201cWe have always been inspired by the passion of athletes, and Ferm\u00edn is a true standout. His energy as a playmaker is electric, and off the pitch, he has a natural, cool attitude that fits the Dsquared2<\/a> DNA perfectly,\u201d said the designers in a joint statement.<\/p>\n An attacking midfielder or winger for La Liga club as well as for the Spain national team, L\u00f3pez praised the Catens \u201cfor how they blend edge with elegance.\u201d<\/p>\n \u201cFashion is a way for me to express who I am outside of the pitch, and I feel a natural connection to the brand\u2019s energy and creativity,\u201d said the player who, following his breakthrough at Barcelona, was part of Spain\u2019s UEFA Euro 2024 and 2024 Olympic Games-winning squad. The 23-year-old talent is fresh from one of the most productive seasons of his career this year, but he recently suffered a foot fracture that ruled him out of the 2026 FIFA World Cup.<\/p>\n In an interview with WWD last week<\/a>, Dsquared2 SpA\u2019s chief executive officer Chiara Baravalle explained the thinking behind the company\u2019s new brand ambassadorship strategy. She addressed how Dsquared2 today has a loyal and predominantly male Millennial customer base, an asset that the firm intends to protect while also looking to expand its reach. \u201cOur next phase of growth requires strengthening our connection with younger consumers, many of whom already engage with the brand but have not yet converted into customers,\u201d Baravalle said.<\/p>\n To be sure, the tie-up with L\u00f3pez is not only poised to attract a young audience but also strengthen the Catens\u2019 strong fascination with sports<\/a>, which play a recurrent theme in their collections and side activations. In the realm of soccer<\/a> in particular, in the past the Canadian duo embarked on projects ranging from\u00a0designing the off-field attire for Turin\u2019s Juventus Football Club\u2019s in 2006<\/a>\u00a0to tapping soccer star\u00a0Zlatan Ibrahimovi\u0107<\/a>\u00a0for its spring 2021 advertising campaign<\/a> as well as developing with him the\u00a0Icon Ibrahimovi\u0107 x Dsquared2<\/a>\u00a0capsule collection and \u201cBlack on Black<\/a>\u201d fall 2022 range.<\/p>\n Best of WWD<\/p>\n Sign up for WWD’s Newsletter<\/a>. For the latest news, follow us on Facebook<\/a>, Twitter<\/a>, and Instagram<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"Dean and Dan Caten must have a thing for Spain. After recently joining the brand ambassadorship craze by…\n","protected":false},"author":2,"featured_media":777046,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[440],"tags":[275426,49,48,275425,12546,39412,275427,561,184486,82,95941,19319],"class_list":["post-777045","post","type-post","status-publish","format-standard","has-post-thumbnail","category-soccer","tag-ambassadorship","tag-ca","tag-canada","tag-dean-and-dan-caten","tag-fc-barcelona","tag-fermin-lopez","tag-juventus-football-club","tag-soccer","tag-spain-national-team","tag-sports","tag-wwd","tag-zlatan-ibrahimovic"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/777045","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/comments?post=777045"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/777045\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media\/777046"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media?parent=777045"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/categories?post=777045"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/tags?post=777045"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}