CK One Teams Up with MTV

Amanda Seyfriend Elle magazine

Photo: Steven Meisel/courtesy of Calvin Klein

Push it real good! CK One will partner with MTV as the global sponsor of MTV PUSH.

Marc by Marc Jacobs isn’t the only brand getting musical this spring.

Calvin Klein Inc. announced that CK One will partner with MTV as the global sponsor of MTV PUSH, an initiative to introduce up-and-coming artists both in the U.S. and globally

Just in time for the launch of CK One’s new “lifestyle line” of jeans, underwear and swim, the brand will host live music events in London, Berlin, Beijing, and Mexico City featuring MTV PUSH’s headlining act along with supporting acts and DJs from the area. The concerts will play on the recently launched, as well as on all of MTV’s international Web sites.

“As interactive, user-based experiences are key components of CK One’s global advertising campaign, the strategic partnership with MTV and the live music events that surround it are designed to be powerful extensions of the CK One brand experience around the world,” Calvin Klein president and CEO Tom Murry said in a statement.

“Given the authority and reach of the MTV brand and the MTV PUSH program artists, we feel that this multi-prong partnership will add an important element to our campaign while furthering the brand’s important connection with music.”

The specific artists, venues, and event dates will be announced in the near future, so stay tuned.