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  • Writer's pictureHinton Magazine

New York Giants Captain Xavier McKinney partners with The Edit LDN

Disruptive global online limited sneaker platform, The Edit LDN has today signed its first ever brand ambassador securing New York Giants Captain and free safety superstar, Xavier McKinney.

Launched in 2020, The Edit LDN is the brainchild of founder Moses Rashid who pursued his passion and obsession of sneakers to building a brand for like-minded, sneakerheads. Over the past 24 months, sales have grown 525% Year-on-Year during which The Edit LDN has since launched in Harrods, London. With the appointment of Xavier McKinney, the company is raising the bar even further as it expands in to the US.

Xavier Mckinney is, in his own right, a true disruptor and has become the ‘culture changer’ for the New York Giants organisation. Now in his 3rd season, 21 tackles in for the year alone, he is proving to be a force that can’t be stopped and will go on to achieve great things on and off the field. The Edit LDN and brand ambassador Xavier Mckinney share the same vision of fashion & creativity; ensuring one is able to showcase their true personality and ability to express themselves through fashion.

Xavier McKinney added: “I’m excited to partner up with The Edit LDN. They’ve already demonstrated great success in the marketplace and I’m looking forward to helping them expand their footprint even further. I‘ve always had a passion for creative opportunities surrounding fashion so I’m happy to partner with such an innovative company with product exclusivity. I feel like the sky is the limit for this partnership and I can’t wait to showcase our creative collaborations.”

The Edit LDN stocks on-trend, high-end exclusive new and pre-loved sneakers with high end streetwear and collectables. Its customers dare to be different which is how McKinney sees himself - seeing fashion as an opportunity to convey his individualism and can set a tone of how he is seen on and off the field. Making a mark with his sharp, fresh take on fashion off the pitch and often seen in brands such as Gucci, Louis Vuitton & New Balance, the NFL star has big plans to further his involvement as a creative within the fashion world, a plan The Edit LDN are keen to be a part of.

CEO of The Edit LDN, Moses Rashid commented: “We want to be able to help express Xavier’s creative flair for designing and bring that to The Edit’s audience who are constantly after the new, disrupting exclusive items. We knew we wanted to partner up with a personality that best reflects our beliefs and values and when Xavier came to our attention it was a natural fit due to his passion for all things fashion.

“We knew he embodied the values of The Edit LDN from our first meeting and we feel privileged that he has chosen to support our continued rapid expansion into the USA over the coming years. We have some really exciting projects lined up together which we’re excited to share with The Edit LDN community’

With the limited sneaker market currently valued at around $10B, there is no slowing down global growth for the team at The Edit LDN. Bringing in Xavier will be accelerating their plans to dominate the US in 2023 due to his popularity within the Giants. Working together will be a collaborative project showcasing the talent of the budding creative director.


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