Sears is reinventing its image:

First came the decision to stock Skechers, a line of footwear teens favor. Then came the personalized avatar, the virtual identity Sears shoppers could accessorize online.

Now, the company that once offered in-store hearing aids and dentures is teaming up with MTV to produce a back-to-school movie while adding a line of street clothes and accessories designed by hip-hop artist LL Cool J.

They’ve drafted LL Cool J to help them get in touch with the teen market? I guess Afrika Bambaataa & Soul Sonic Force must not have been available.*

*Please note: this punchline was thoroughly tested in an instant message with Matt before it was blogged.