nick cannon radioshack
It was only back in February, that the once dominate tech shop Radiosckak After filing for Chapter 11 bankruptcy protection.
Now the struggling company hopes Nick Cannon will be able to right the ship.
Radioshack announced Tuesday that the actor and musician will assume the role of RadioShack’s new chief creative officer.
“Nick Cannon is one of today’s most successful personalities in the entertainment industry and the picture of a RadioShack success story,” said Michael Tatelman, RadioShack’s chief marketing officer in a statement. “With Cannon’s innate, innovative drive and authentic connection to RadioShack, he is the perfect person to join our team.”
While this move may seem like a smart idea for the retailer, partnerships between celebrities and tech companies have historically been rocky.
As FOX points out, in 2011, Intel (INTC) appointed will.i.am, member of the Black Eyed Peas, as director of creative innovation which gave the chip giant the cool factor. In 2012, J.C. Penney (JCP) hired Ellen DeGeneres as brand ambassador. The retailer received some criticism from anti-gay groups over the hire of DeGeneres, who is openly gay.
Retail expert Burt Flickinger, of Strategic Resource Group, tells FOXBusiness.com, “generally these partnerships don’t help,” but added that because RadioShack is struggling to reinvent itself, “In this case it probably will. The move may help galvanize vendors and shoppers.”