The British actor joins the American sportswear brand as its new global ambassador, bringing a refined sense of modern ease to a campaign inspired by 1990s New York.
American sportswear brand Gant makes a defining move this season by naming British actor Theo James its new global brand ambassador. The partnership debuts with the fall/winter 2026 campaign, with James fronting the collection in New York’s Tribeca neighborhood. The imagery fuses the city’s 1990s energy with the laid-back spirit of American sportswear, highlighting a wardrobe designed for relaxed occasions yet elevated with a sophistication that remains distinctly Gant.
