SBD/September 13, 2012/Marketing and Sponsorship

Van Heusen Partners With Matthew Stafford To Target Younger Audience In New Campaign

Van Heusen will provide style playbooks featuring Stafford on its website.
Apparel company PVH yesterday announced Lions QB Matthew Stafford will endorse the Van Heusen clothing brand. Stafford will be part of the latest version of its "Institute of Style" campaign alongside Pro Football HOFers Steve Young and Jerry Rice. Elements of the campaign will include POS materials at participating retailers, as well as on-air and print ads on outlets such as ESPN, NBC Sports, NFL Network, GQ and ESPN The Magazine. More campaign elements will be announced throughout the NFL season (PVH). In Detroit, Brian Manzullo noted Van Heusen is "apparently trying to target a younger audience with the inclusion of Stafford in their campaign" (FREEP.com, 9/12). FORBES' Alicia Jessop reported Van Heusen added Stafford because the brand is "realizing the increasing growth of the NFL along with the percentage of men purchasing luxury clothing." PVH Exec VP/Marketing Mike Kelly said, "As we looked to identify a spokesperson for the 2012 campaign, we wanted someone who our target consumer would relate to, as many are at that pivotal point in their life as they are now dressing for interviews, their first job and need some direction. As we got to know Matthew, it was clear that he was in a similar position." Jessop noted Van Heusen also "will work to attract another growing market: Online sales." The brand will "provide style 'playbooks' featuring Rice, Young and Stafford on its website." In addition, Van Heusen "will 'takeover' several websites with heavy male traffic." Van Heusen today is taking over ESPN.com's homepage and "expects to reach the eyes of 28 to 30 million men in doing so" (FORBES.com, 9/12).
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