![]() In 2019, Adidas signed Beyoncé Knowles as a creative partner. Intel hired will.i.am and Polaroid hired Lady Gaga as creative directors around the same time. The collaboration ended just a year later. These kind of celebrity employment deals have a long history – and a lousy track record.īlackBerry hired Alicia Keys (get it? keys…) as “creative director” in 2013, and she promptly tweeted about it – on an iPhone. “Delta is trying to look at how to leverage the association internally.”īrady could appear in employee training exercises to talk about teamwork and managing adversity, Adamson said. “Getting a celebrity in a spot is less credible with younger consumers,” he said. In his first year, Brady will work with Delta’s employees for “onboarding, cultural familiarity and immersion” into the company and appear on Delta CEO Ed Bastian’s video series with business leaders, philanthropists and others.Īlthough the details of the partnership were not specific, it appears that Delta wants to use Brady as more than a celebrity spokesperson for the brand in advertisements, said Allen Adamson, a marketing expert and co-founder of consulting firm Metaforce. The seven-time Super Bowl champion is expanding his post-NFL career business ventures, joining Delta to work on internal employee training and appear in external advertising campaigns.ĭelta said Wednesday that Brady would become a “strategic adviser” to the airline.īrady will partner with Delta to develop and advise on “teamwork tools” for the airline’s more than 90,000 employees and take part in select marketing campaigns, the company said. Tom Brady has a new employer: Delta Air Lines.
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