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Carmelo Anthony coaches basketball skills in Valentino resort campaign

NBA star Carmelo Anthony is helping the models of Valentino’s resort 2018 campaign up their basketball skills.

Valentino Resort 2018
Valentino Resort 2018

NBA star Carmelo Anthony is helping the models of Valentino’s resort 2018 campaign up their basketball skills.

In a short film called How Good Is Your Game, the Oklahoma City Thunder player takes to St Vartan Park basketball court in New York to coach Tori Bowie, Imari Karanja, Faretta, Ratner, Jolie Alien and Mag Cysewska on how to both dribble and shoot.


The campaign accompanies a series of pop-up shops presenting the new resort collection in Tokyo, New York, Hong Kong and Milan, as well as other special collaborations with Maxfield in Los Angeles and Harrods in London.

The pop-up spaces are focused on the active nature of the collection, with a reinforced concrete setting,samples in primary colours that recall the functional training box-jump and imaginary metropolitan basketball nets.

Each space reportedly has “authors”, rather than vendors, dedicated personnel “chosen for their inclination and cultural belonging”, who each wear a uniform of the white shirt from the Valentino Rockstud Untitled collection. The collection is also accompanied by a limited edition line of sporting goods for sale, including basketballs, yoga mats and sneakers.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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