Business & Brand Building
Adam Levine Collection
The Adam Levine Collection was a premium menswear and denim brand at accessible prices, an effort to breathe new life into Kmart as the retailer was already declining. The line offered rock-star essentials — denim, plaid, and casual basics — anchored by stores-within-stores at 500 top-performing Kmart locations. The line was loved by his fans and GQ alike. Jonah led this work as President of Shop Your Way Brands.
Tension.
Kmart was declining — but does a struggling retailer have to accept irrelevance?
Action.
Created a premium menswear and denim collection with Adam Levine at accessible prices — jeans under $40 that earned critical praise, stores-within-stores across 500 locations.
Clarity.
Even a declining retailer can attract a new audience. The answer isn’t better discounting — it’s crazy good product backed by a superstar and a genuine point of view. When the product is real, the address doesn’t matter.
