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Mariano Rivera Poses for Canali... The Race for iPad Apps...

New York Yankees’ star closer Mariano Rivera will appear in Canali's spring advertising campaign.

Mariano Rivera for Canali

Mariano Rivera for Canali.

Photo By Courtesy Photo

SPRING TRAINING: Canali has turned to New York Yankees’ star closer Mariano Rivera for its spring advertising campaign. This is the first time the luxury Italian men’s wear brand has used a celebrity in its ads, but Elisabetta Canali, global communication director, said it stems from the company’s “long-standing relationship” with Rivera. “He is a very positive person, with a great attitude and style,” she said. “He represents excellence in his field and it comes natural for us to look at him as an ambassador of those values we both share.” She said using a celebrity allows the company to “immediately capture everyone’s attention.” The same will hold true if Rivera makes any appearances on behalf of the brand. Canali said that “depending upon his availability, he will be involved in store events.” The ads featuring Rivera will run in the March issues of major national newspapers and magazines, Canali said.

— Jean E. Palmieri

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