How Bench convinced Adam Levine to endorse brand


Posted at Sep 14 2012 03:49 PM | Updated as of Sep 15 2012 03:39 AM

Maroon 5 to visit PH next week

MANILA, Philippines -- Convincing Maroon 5 frontman Adam Levine to endorse Filipino clothing line Bench wasn't easy, according to the founder of the local lifestyle brand.

Adam Levine. Photo by Mario Anzuoni, Reuters

"Mahirap talaga. [Adam Levine] is really big, and so he's not interested to endorse... any company, for that matter," Filipino-Chinese entrepreneur and Bench founder Ben Chan told ABS-CBN News on the sidelines of the "Bench Universe" fashion show on Thursday.

Having earned mainstream success as the vocalist of Maroon 5 in 2002, Levine has become among the most recognizable rock stars of his generation, and has gone on to pursue high-profile projects apart from his five-man band.

Currently, Levine is one of the coaches of the hit reality singing competition "The Voice," which is now on its third season.

Despite his individual success, Levine continues to be an active member of Maroon 5, which is currently on tour for its fourth studio album, "Overexposed."

"[But] we were able to persuade him," said Chan, who said in jest that he had only learned of Levine's Bench endorsement well after the news spread online.

According to Chan, Bench had sent Levine samples of its "garments" as a way of "persuading" him to endorse its clothing line, which is currently celebrating its 25th anniversary.

"I believe he liked the clothes that we sent him, that we showed him. Nagustuhan niya 'yung mga damit. That was one factor kung bakit nag-sign up siya," Chan said.

The Filipino-Chinese entrepreneur said he was particularly pleased with the reaction to the news of Levine's involvement with Bench.

On Thursday, the clothing brand's official account on microblogging site Twitter announced: "#GlobalBenchsetter @adamlevine [as being part of] the Bench Family."

"The reaction was amazing," Chan said. "We didn't want to tweet it because this is the first night [of Bench Universe] and we just wanted to focus on this, pero we can't help it. It's already on Monday, so everybody is excited."

Chan is referring to the upcoming Benchsetter Fun Meet at the SMX Convention Hall in Pasay City, where Levine will personally be in attendance. The event, which will be held on Monday (September 17), will officially launch the Maroon 5 singer as a Bench endorser.

Levine last visited in Manila in May 2011, along with the other members of Maroon 5, where they held their second concert in the country.

On Tuesday (September 18), Maroon 5 will hold a one-night concert at the Smart Araneta Coliseum -- the Manila stop of their world tour for "Overexposed."

Prior to Levine, Bench also tapped 17-year old Filipino-Mexican-American singer Jessica Sanchez as one of its endorsers.

Aside from Levine and Sanchez, other international stars who endorse Bench are Liam Hemsworth of “The Hunger Games,” "American Idol" alumnus David Archuleta, American singer Joe Jonas, Michael Trevino of "The Vampire Diaries," Lucy Hale of "Pretty Little Liars," and Korean superstars Dong Hae and Si Won of Super Junior.