Actor Idris Elba (The Wire, Luther, Thor) just signed a deal with English retailer Superdry to launch a new winter line. Elba will be the face of the company in advertisements–a new step for Superdry, which does not traditionally pursue celebrity endorsement. But Superdry marketing executives are beginning to see the light. When football player David Beckham wore one of their Brad leather jackets in 2007, the company sold 70,000 of those jackets. It became a best-seller for the company.
Superdry is best known for its trademark jackets and hooded tops popular with teenagers and twentysomethings. They have 96 stores in the UK.