Mackage, the Montreal-based high-end outerwear brand, has tapped Manchester City and Croatian National team soccer player Joško Gvardiol to star in its latest campaign.
Deemed one of the most valuable defenders in the sport, the 22-year-old left-back will be the inaugural face of the company’s new “Protect Your Craft” campaign, which kicks off on Thursday. He was photographed in Mackage’s fall collection.
Tanya Golesic, chief executive officer of Mackage, said Protect Your Craft is a new series that celebrates individuals at the top of their game or craft. “And Joško embodies exactly that. He’s been perfecting his craft since he was six years old.” His talent and work ethic made him the “perfect person to be the first in our Protect Your Craft series.”
She said she hopes to feature a female athlete as the second in the series, which will run over the next year, and the brand is also looking into artists and other people who are relentless in their pursuit of excellence and can also identify with Mackage’s focus on craftsmanship and performance.
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Gvardiol said he was initially introduced to Mackage by “fellow Croatian Tanya Golesic. As a fan of the Croatian National team, she sent me a coat and I have loved the brand ever since.” He said he appreciates Mackage’s ability to “craft stylish garments without compromising the functionality. I am also drawn to our shared commitment to excellence.”
He said that although he has been featured in ads for other companies in the past, “this is my first campaign for a fashion brand. It has been an incredible experience working with a creative brand and learning more about the fashion industry.”
New Yorkers will get a close look at Gvardiol on Saturday when Man City battles AC Milan on the field at Yankee Stadium, a game he is excited to participate in. “After visiting New York City for the first time for the campaign shoot, I have been looking forward to this game at Yankee Stadium and the opportunity to be back in the city,” he said.
Gvardiol said he stays in shape with “regular training, a balanced diet and proper rest. My routine includes strength exercises, agility drills and on-field practice. I eat healthy, stay hydrated and ensure enough sleep for recovery.” And in the off-season, he enjoys “relaxing and spending time with family and friends. I like to travel and explore new places, watch movies and stay connected to my roots in Zagreb and Novigrad.”
Golesic said over the past year, Mackage has worked more closely with athletes and the company entered into its first team sponsorship deal with the Brooklyn Nets as well as the World Cup of Snow Polo. “There’s a great synergy with athletes that we will continue to develop as we grow the brand,” she said.
The Protect Your Craft quarterly campaign is separate from the brand campaign featuring Stella Maxwell and Alexander Skarsgård that kicked off in February and will run through the end of this year.
Mackage was founded Eran Elfassy in 1999 with a mission to elevate outerwear by blending fashion and protection. The company has since expanded its reach into ready-to-wear, accessories and footwear.
