Sears Holdings has announced new partnerships with Maroon 5 lead man Adam Levine and chart-topping rapper Nicki Minaj for two new lifestyle brands at Kmart and ShopYourWay.com
The two singers will each develop collections that will be available exclusively at Kmart stores and the online shopping community ShopYourWay.com beginning later this year.
The multi-department brands will include apparel, accessories and other products that represent each star’s talent and style.
"We are thrilled to align Kmart and Shop Your Way with two of America's superstars," says Imran Jooma, executive vice president and president of marketing and online, Sears Holdings. "We welcome Adam and Nicki into our world and look forward to capturing their energy and creativity on ShopYourWay.com and translating it into unique apparel, accessories and other merchandise."
The collections will also extend beyond product through online integration at ShopYourWay.com, where Levine and Minaj will offer interactive content, experiences and special promotions.