First and foremost, Dr. Romanelli is an artist, and he represents that with his brand. Instead of going after new basketball talent, they're searching for artists to display. He said, "The mantra of this brand is 'Artists Are the New Athletes.' I back that. I live by that everyd ay. I collect contemporary art, so for me to connect with artists and put them up on a pedestal and give them shoes or apparel programs for BK—that would be my goal."