G-Star has enlisted 19 year old Chess Champion, Magnus Carlsen to not only star in their new ad campaign (along with Liv Tyler) but have taken their partnership to the next level by having a chess challenge in New York in September to see if anyone can in fact beat the progeny. This innovative marketing campaign which veers away from the “model and actor” spokesperson to the “non-fashionista” with real skill is surely to pay off for G-Star
