Jason Sudeikis Repped His Sister’s Business With Branded Hoodie at Golden Globes

Brendan Menapace

One thing about awards shows like the Golden Globes going virtual is that the dress codes have gotten a little less formal. Even with the relaxed nature of a virtual show, actor Jason Sudeikis stood out from the pack by wearing a tie-dye hoodie when he accepted his award for “Ted Lasso.”

After getting some attention on Twitter, Sudeikis explained that he didn’t just grab the nearest shirt since it was the middle of the night where he was in London. He actually just wanted to use the platform to boost his sister’s dance studio by wearing a piece of its merchandise.

“I believe that when people that you care about do cool, interesting things, that you should support them, so this is no different than that,” Sudeikis said. “I have a multitude of hoodies for a multitude of things that I believe in and support, but this one seemed the most appropriate.”

There were some reporters who questioned that appropriateness, claiming it was “product placement” to wear a hoodie for his sister’s studio, Forward_Space.

Sudeikis defended his decision by saying that he believes in the message, as well as just liking the hoodie. That’s pretty much the bare-bones definition of a successful promotional apparel piece.

And also, chill out. He can wear his sister’s merchandise when and where he wants. He was in his house and everyone’s used to Zoom calls by now.

“It’s family pride. It’s my sister’s company,” he said. “I don’t know if you have siblings, but when they do something you believe in, you encourage them to do it, and you don’t refer to it as product placement.”

In all honesty, if your sibling was getting a major award for a highly-praised TV show, where you knew for a fact he was going to be on screen in front of millions, wouldn’t you pass them a T-shirt of sweatshirt to maybe hype up your business? That just seems like smart marketing to us.

The high-end tuxedo and gown designers can take a night off. The Golden Globes was Tie Dye Sweatshirts’ Biggest Night.

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