It was big news back in May when Diddy and Macy’s jointly announced that the Sean John clothing brand, which has generated $1 billion dollars in sales since it’s launch in 1999, would now be sold exclusively at Macy’s. Some in the fashion industry thought Diddy was leaving money on the table by having exclusive distribution, others argued it was a smart move as Sean John growth was projected to slow down. Whatever the case, one thing is for certain…Diddy made millions and will make more off the deal. Macy’s is fully committed to making the Sean John deal work for both parties.

“In order to maximize on the opportunity, we will give the Sean John collection bigger and better space,” Kevin Morrissey, executive vice president and general merchandise manager of men’s for Macy’ said. “Our flagship stores from coast-to-coast will have Sean John sportswear shops. They will also help to communicate the Sean John collection’s evolved aesthetic.”

According to the Atlanta Post, the new Sean John line is set to launch this Fall not only with premium store space but with an “unprecedented” ad campaign that will introduce a “new style of marketing,” including viral video and social media.  It will harness “Diddy’s star power and vibrant persona,” Morrissey said. Sounds like Macy’s doesn’t really just want Sean John…they actually want Diddy and his marketing savvy to build continued growth for the department store.