James Harden, the skilled, eccentric shooting guard with the Houston Rockets, is now endorsing a gummy candy shaped like his beard.
Ferrara Candy's Trolli brand, which prides itself on being "weirdly awesome," believes the professional basketball star's personality and charisma exemplify the brand.
"We are about celebrating the uniqueness in all of us," Jill Manchester, head of brand strategy at Ferrara, explained to Forbes. "We are a little offbeat. We are fun. James embodies the energy and essence of Trolli."
The gummy candies, which are available at 7-Eleven convenience stores, consist of three flavor and color combinations in each package, including Cherry/Lemon, Strawberry/Grape, and Orange/Lime.
"Weird Beards will help us reach our current fans in a fun way, and grab the attention of the Generation Z and Millennial Trolli fans who shop at 7-Eleven," Allison Wyrwicz, brand manager at Ferrara Candy Company, said, according to Brand Eating.
Over the past few years, Harden has become one of the NBA’s most marketable stars. Due to his skill on the court as the MVP runner-up and as his famous girlfriend, Khloe Kardashian, the star’s profile has increased drastically from his start in Oklahoma City. Due to the $17 million he receives in endorsements, he is currently the fifth highest-paid NBA player on and off the court.
"Trolli’s unique," Harden said in a statement. "I’m unique. We both like to push the envelope and be creative. That’s why we work well together."