Rockets G James Harden, whose brand has "skyrocketed over the past four years," has "joined forces with Ferrara Candy's Trolli brand," according to Kurt Badenhausen of FORBES. Ferrara Senior VP/Marketing & Brand Strategy Jill Manchester said, "We are about celebrating the uniqueness in all of us. We are a little offbeat. We are fun." Badenhausen noted Ferrara will "focus its increased promotional efforts on digital and social ad campaigns where its core 18-24 audience consumes much of its content." Trolli's videos are a "mix of whacky and weird, with the multi-color candies playing starring roles." A new ad on what's inside Harden's head "will run on core millennial cable channels Adult Swim, Comedy Central and MTV." Trolli also plans to "advertise on ESPN and NBA TV for the first time during the NBA All-Star Game and playoffs." The multiyear partnership marks the company's "first time working with an athlete" as its pitchman. Harden also is "getting involved in product development." The first "Harden-inspired flavor is the Trolli Sour Brite Weird Beards in the shape of Harden's face with the beard in a different color." Harden "now counts 10 endorsement partners," with adidas the "big-ticket item" (FORBES.com, 2/2).
