BEAR GRYLLS GOES “WILD” FOR THE DOCKERS® BRAND
WITH THE INTRODUCTION OF THE KHAKI LEADER’S 2012 GLOBAL MARKETING CAMPAIGN
The Dockers® brand is proud to unveil
the first visuals from the latest evolution of its international, Wear The
Pants® marketing platform featuring Bear Grylls, star of
multiple extreme survival programs (including Discovery Channel's "Man Vs. Wild"). The campaign will pair Grylls’ rugged
charisma with the latest in refined, approachable masculine
style from the world’s most authoritative khaki resource, the Dockers® brand. Portions
of the campaign were shot in the “wilds” of Manhattan, including a series of
outdoor scenes photographed in the city’s beloved Central Park, by lens-man Koto
Bolofo.
The Dockers® brand’s tongue-in-cheek
Wear The Pants® campaign, launched in late 2009, continues to
celebrate the re-emergence of khakis as the go-to everyday pant for men around
the world, but now the platform also celebrates passion, purpose and empathy.
The Wear The Pants® campaign continues to spark conversation
about what it means to be a man today. The latest iteration of the campaign
will feature Bear Grylls in celebrated Dockers® styles such as
the Signature and Alpha Khaki silhouettes and will be seen around the
globe. The Wear The Pants® campaign was created in
partnership with DraftFCB, San Francisco and is fully integrated with
print, billboard, radio, social media, in-store and digital marketing
components.
“Bear Grylls is
a real-life hero, the perfect embodiment of our Wear the
Pants® campaign," offered Jen Sey, senior vice president
of global marketing for the Dockers® brand, on the selection of
Bear as the face of the 2012 campaign. "We’re thrilled to be teaming with
him, a TRUE man of action and ingenuity, out braving and conquering the
world, doing what he loves. His passion and drive as well as his
commitment to his family resonate with the spirit of the Dockers® brand
and the Wear the Pants® campaign.”
“It was a lot of fun to be part of the Wear The Pants® 2012
campaign. I’m always looking for rugged, durable clothing from brands like
Dockers® that are approachable and accessible,” said Bear
Grylls.
Known across the globe as a go-getter with a passion
for outdoor adventure and survival, Grylls grew up in the United Kingdom
on the Isle of Wight, where he trained from a young age in climbing, sailing
and the martial arts. He then went on to serve three years as a soldier in
the British Special Forces, with the SAS, during which time he mastered
many of the skills that his fans all over the world now get
to watch him
execute on television as he challenges the toughest jungles, deserts and
mountains on earth. Man Vs Wild has generated a huge global audience
of 1.2 Billion viewers who tune in to see the modern-day action man pit his
wits against the worst that mother-nature has to offer.
With his never say die spirit and skilled
background, Grylls has enchanted audiences around the world, building a
huge, loyal fan base. A genuine doer, Grylls is also among the
youngest climbers to ever reach the summit of Mount Everest. He was awarded an honorary
commission as a Lieutenant Commander in the Royal Navy and has authored 10
books, including the No. 1 best-seller “Mud Sweat and Tears.”
Grylls has also led record-breaking expeditions from
Antarctica to the Arctic, raising over $2.5 million for children worldwide in
the process. Grylls is also the youngest ever Chief Scout to 28
million young Scouts around the world.
Grylls can next be seen on tour on “Bear Grylls:
Mud, Sweat & Tears Live” shows in Norway, UK and US in 2012.
This combination of drive coupled with his
philanthropic spirit makes Grylls the perfect addition to the Dockers® brand's
Wear The Pants® campaign. The 2011 Effie Award
winning Wear The Pants® campaign asserts a
new definition of manhood for today; one rooted
in masculine maturity, but also in courage, chivalry and
sensitivity.
The 2012 evolution of this platform continues
with this global positioning that celebrates the curious, industrious
spirit of the doer, the go-getter who seizes opportunity and realizes his
dreams. The Dockers® brand’s latest campaign features an
assortment of evolved, modern Dockers® styles perfect for
the “wild” situations everyday life can present.
About the Dockers® Brand
The Dockers® Brand has embodied the spirit of khaki
for more than 25 years. Since their introduction in 1986, Dockers® has been
perfecting khakis—and the essential goods to go with them—for men and women all
over the world. No compromises in quality. Just versatile, essential style. Day
to night. Monday to Sunday. Wearing the pants has never looked so good. For
information on Dockers® and its products, please call +63 2-889-9301 or visit www.dockers.com.
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