The American sportswear brand best known for its logo-stamped underwear allowed the comedian apparent access to its Instagram account, changing its profile image to a photo of the SNL star. The account. The brand also now only follows one person on the platform: musician Machine Gun Kelly, who is friends with Davidson. The brand declined to comment.

The stunt follows a pattern of tapping of-the-moment celebrities — like musician Saweetie, who recently headlined an Amazon live stream shopping event with Calvin Klein — to help keep the brand top-of-mind for consumers.

The brand has also expanded into designer collaborations, most prominently with former Kanye West collaborator Heron Preston. CEO Stefan Larsson said in September that the collaboration with Preston was “very well received by the consumer,” and that the company intends to continue to “build out [its] collaboration strategy” with new retailers and existing partners like Kith to reach Gen Z. 

The move comes at a time when the PVH-owned label’s marketing department is in flux. Global chief marketing officer Linh Peters announced her exit from the brand by the end of 2021 after one year in the role, followed shortly after by the exit of executive vice president of global brand and North American marketing Jamaal Layne.

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