Dejan Lovren is a Croatian football player playing for a famous football club Liverpool. He is one of the players who recognized the importance of social media from the beginning of their football career. He learned how to use social media and he took advantage of that knowledge when he created a clothing brand Russell Brown.
Ok, he is not alone in this job, Lovren runs the company with his friend Lovro Krčar, who was the best man at his wedding. The company is based in Croatia, and it’s very popular.
His business strategy is based on social media (Facebook, Twitter and Instagram), and he uses famous football players for promotion. His initial announcement about Russel Brown was from his Facebook page that has more than 300.000 fans. This announcement had a huge impact on the brand, because his fans wanted to know more about it, and buy something that their hero wears.
Lovren’s international teammates Luka Modrić and Mario Mandžukić were the first to be photographed wearing the gear. Modrić then persuaded Real Madrid team-mate Karim Benzema to get involved.
Lovren uses his social media presence to promote Russell Brown, and he is very successful at this. I think that he is one of the few players that know why it is important to be active on social media, and this successful story shows that.