When the Boston Celtics are on a winning streak, there's a part of Sam Cassell's aesthetic that remains consistent. It's a superstition that allows him to look stylish and feel good without messing with the mojo.
"Zenni is all about style," said Cassell. "As a former player now coach, I like looking good on the sideline, and Zenni has so many and my collection has so many options to wear. So I really enjoy wearing glasses.
"Sometimes, I get caught up wearing the same pair of glasses when I have 50 pairs of glasses or 60 pairs of glasses. I get caught up wearing the same glasses because I'm kind of superstitious. If I win the game with a pair of glasses on, I'm gonna wear them until we lose. That's just my little, small superstition."
A champion with the Celtics as a player and coach, Cassell has now translated his winning vision into a signature collection with Zenni Optical, the world's leading online eyewear retailer.
His collection, featuring over 70 styles that start at $12.95, has been such a hit that his line is expanding. The latest additions, Tortoiseshell Game Time, Green Game Time, and Black Game Time, blend bold design with everyday wearability.
When asked if he has a favorite pair among the new additions to his line, the former All-NBA guard took pride in the quality and style that each pair provides.
"No, I don't," said Cassell. The whole collection is great. So, I don't have a favorite pair. All of them. I like all of them, or they wouldn't be in the collection. I really enjoy wearing all of them."
The deeper meaning behind Sam Cassell's partnership with Zenni
While Zenni is the official eyewear sponsor of the Celtics, the former All-Star's motivation to team with them runs deeper than that partnership.
"Just watching Zenni from afar and just watching how much they are involved with the community," voiced Cassell when discussing what made Zenni the right choice for him to partner with. "And I think I knew it would be a pleasant deal, with Zenni and the Celtics, you know, they are a sponsor of the Celtics.
"Zenni and the Celtics get together and keep bringing positive energy around the New England area. So, I thought it'd be a great fit for me to join Zenni's magnificent staff and be a part of their whole makeup."
As evidenced by the expansion of the Sam Cassell Zenni collection, it's a successful partnership. What makes it even more meaningful is that it's not just driven by basketball and eyewear, but a mutual desire to uplift the community.