Rhone and Kevin Love: A Transformative Partnership in Mental Health Awareness
Since its inception a decade ago, activewear brand Rhone has championed the cause of mental health, striving to remove the stigma associated with mental health issues. In its most ambitious initiative yet, Rhone has teamed up with NBA All-Star Kevin Love to launch a campaign that aims to elevate the conversation surrounding both mental and physical well-being. Kicking off on Tuesday, the campaign will encourage individuals to prioritize their mental health just as ardently as they do their physical fitness.
Kevin Love: A Beacon of Authenticity
Kevin Love, the power forward for the Miami Heat, is no stranger to mental health struggles. His candid experience with a public panic attack during a live game propelled him into the spotlight as an advocate for mental health awareness. Following that pivotal moment, Love established the Kevin Love Fund, a non-profit organization dedicated to promoting equity between mental and physical health. His openness about his anxiety challenges resonates deeply with millions, serving as a reminder that even high achievers face their battles.
“Kevin was the first athlete I remember being open about his challenges with mental health,” remarks Nate Checketts, Rhone’s CEO. For Checketts, Love’s journey represents a critical breaking of the mold, showing that vulnerability does not equate to weakness, especially in the high-stakes arena of professional sports.
The Struggle to Speak Out
In a culture often stigmatized against expressing emotional struggles, Checketts emphasizes that acknowledging anxiety can be particularly daunting for men—the primary demographic for Rhone’s activewear-turned-lifestyle brand. “Great brands need to stand for something,” he asserts, drawing from his upbringing in a family engaged with professional sports and mental health. With a professional athlete on their side willing to share his journey, Rhone hopes to foster a dialogue that promotes emotional wellness.
Promoting Mental Fitness
Checketts prefers to call it “mental fitness.” Just as athletes train their bodies to withstand and excel in physically demanding environments, they ought to cultivate their minds in the same way. “You’ve got to train the mind as well,” he insists. Rhone’s approach focuses on proactive conversations around mental health, encouraging individuals to address potential issues before they evolve into crises.
The partnership with Love, whom Checketts describes as an ideal ambassador for this movement, epitomizes the union of mental and physical health advocacy. Love himself reflects on the significance of this collaboration, stating, “Physical fitness has always been a priority for athletes, but mental fitness is just as critical to success, both on and off the court.” This statement strikes at the heart of the campaign’s goals: to destigmatize mental health and redefine real strength as a balance of both mental clarity and physical prowess.
The NBA’s Progressive Stance
The National Basketball Association (NBA) is also backing this initiative. Checketts shares insights from NBA Commissioner Adam Silver, who acknowledges the changing landscape of athlete interactions. Unlike earlier days when players would socialize during travels, modern practices often lead to isolation, as athletes increasingly retreat into their own worlds, sometimes exacerbating mental health problems.
Recognition of mental health within the NBA is not new; it is a league that actively promotes the well-being of its athletes. “The NBA is such a progressive league in how they take care of their players’ mental health,” Checketts notes, reflecting the organization’s commitment to create supportive environments for players discussing mental challenges.
Content and Customization for Wellness
In a strategic move, Rhone will develop custom content for the NBA Fitness platform—a burgeoning app designed to prioritize the health and fitness of its users. While the app primarily covers physical training, it goes a step further by focusing on “Mind Health,” offering resources on nutrition, sleep, breathwork, journaling, and other avenues to enhance psychological well-being.
Additionally, Rhone’s innovative Commuter shirt will officially become the NBA’s designated dress shirt, showcasing an intersection of athleticism and style. Designed to offer breathability, wrinkle-resistance, and stretch, these shirts aim to cater to a crowd that values both practicality and fashion—be it in the office or on the court.
Bridging Fashion and Functionality
Expanding its reach, Rhone aims to appeal to the NBA’s diverse audience, knowing that over 70% of season ticket holders are organizations leveraging games for client engagement. “You can love your team and still look sharp,” Checketts laughs, alluding to the importance of combining fandom with professional presentation.
On a broader scale, Lisa Piken Koper, head of apparel and sporting goods at the NBA, encapsulates the spirit of this partnership, emphasizing that this collaboration nurtures a shared mission of advancing physical and mental health. Rhone’s focus on creating thoughtful products alongside impactful messaging signifies a transformative approach to the relationship between sports, culture, and well-being.
A Legacy of Mental Health Advocacy
Rhone, founded by brothers Nate and Ben Checketts, has quickly made its mark in the activewear industry with 15 retail locations across the U.S. Earlier this year, the brand expanded into women’s activewear, reinforcing its commitment to inclusivity and comprehensive health advocacy. By leveraging partnerships with influential figures and organizations, Rhone is not only redefining athletic apparel but is also setting new standards in the vital conversation around mental health—a conversation that continues to grow with each passing day.