PVH Corp. Announces First-of-Its Kind Partnership with UFC® for Van Heusen Flex Collection — Marketing Campaign Launches w...
July 31 2018 - 10:39AM
Business Wire
‘Van Heusen’ steps into the
Octagon® to become the ‘Official Men’s Dress
Furnishings Provider’ of UFC
PVH Corp. (NYSE: PVH) today announced a new
campaign for its Van Heusen brand, which includes a partnership
with UFC®, the world’s premier mixed martial arts organization. The
partnership, which begins today, establishes Van Heusen as UFC’s
first-ever “Official Men’s Dress Furnishings Provider,” bringing
its innovative and flexible menswear choices to the brand’s
worldwide fan base.
To kick off the campaign and partnership, UFC bantamweight
champion TJ Dillashaw and UFC welterweight contender Stephen
Thompson are starring in a new commercial highlighting the
innovative Van Heusen Flex collection of men’s shirts and pants,
which incorporates stretch features to give men a corporate
business-like look without sacrificing the range of motion or
comfort found in casual clothing.
The commercial features Dillashaw and Thompson kicking, punching
and grappling their way through an office-spat-turned-MMA-match
while dressed in shirts and pants from the Van Heusen Flex
Collection, actively demonstrating the collection’s All-Over
Stretch, Flex Collar and Flex waistband attributes. It will
premiere during UFC® 227: DILLASHAW vs. GARBRANDT
2 this Saturday, August 4 at the STAPLES Center in Los
Angeles.
This campaign – which will run through the fall and holiday
seasons – marks the most robust 360-degree marketing effort to-date
for the Van Heusen brand. The commercial and campaign creative will
be placed across national and local cable television, including NFL
Network, Comedy Central, FOX Sports 1 and TruTV; programmatic and
Pay-Per-View shows; video on-demand on Hulu, DirecTV Now, Sling TV
and Roku; digital advertising spanning news and sports websites
like Bleacher/Report and ESPN; and display ads on select retailer
sites. The campaign also features in-store and in-gym signage at
various retailers and Life Time athletic resort locations that will
include UFC’s logo along with images of Dillashaw and Thompson.
“Van Heusen has a history of firsts, and our partnership with
UFC adds to that impressive list,” said Ken Duane, PVH’s Chief
Executive Officer, Heritage Brands. “We were first-to-market with
our innovative Flex Collar and are eager to highlight our Flex
collection in an authentic, surprising, and first-of-its-kind way:
becoming UFC’s first Official Men’s Dress Furnishings Provider.
Tapping into the burgeoning popularity of MMA, as well as two of
its premier athletes in TJ Dillashaw and Stephen Thompson, was
hugely important to us as we look to reach the next generation of
Van Heusen men.”
As a part of the new UFC partnership, Van Heusen branding will
be featured inside UFC’s world-famous Octagon® at UFC 227 and the
brand will take over UFC.com’s homepage this Saturday. The
commercial also will be featured as pre-roll on UFC’s YouTube
channel, and Van Heusen creative featuring Dillashaw and Thompson
will be incorporated across UFC’s social media channels.
“We’re thrilled to announce our new partnership with Van Heusen,
one of the world’s most recognizable brands,” UFC Senior Vice
President, Global Partnerships Paul Asencio said. “The Van Heusen
Flex Collection is perfect business attire for UFC athletes outside
of the Octagon because it allows them to wear stylish and flexible
business apparel without compromising their comfort, individual
style or look.”
The Van Heusen Flex Collection includes dress shirts, pants,
suit separates and sport shirts, which are available from $50–
$220. The collection is designed for the next generation of
ambitious Van Heusen men who are seeking solutions-oriented work
apparel. The Van Heusen Flex Collection is available at major
retailers including Kohl’s, JCPenney, Macy’s and on
VanHeusen.com.
About PVH
With a history going back over 135 years, PVH has excelled at
growing brands and businesses with rich American heritages,
becoming one of the largest apparel companies in the world. We
have over 36,000 associates operating in over 40 countries and
nearly $9 billion in annual revenues. We own the iconic
CALVIN KLEIN, TOMMY HILFIGER, Van Heusen, IZOD, ARROW, Speedo*,
Warner’s, Olga and Geoffrey Beene
brands, as well as the digital-centric True & Co. intimates
brand, and market a variety of goods under these and other
nationally and internationally known owned and licensed brands.
*The Speedo brand is licensed for North
America and the Caribbean in perpetuity
from Speedo International Limited.
About UFC®
UFC® is a premium global sports brand and the largest
Pay-Per-View event provider in the world. Celebrating its 25th
Anniversary in 2018, UFC boasts more than 284 million fans
worldwide and has produced over 440 events in 22 countries since
its inception in 1993. Acquired in 2016 by global sports,
entertainment and fashion leader Endeavor (formerly WME | IMG),
together with strategic partners Silver Lake Partners and KKR, UFC
is headquartered in Las Vegas with a network of employees around
the world. UFC produces more than 40 live events annually that
consistently sell out some of the most prestigious arenas around
the globe, while programming is broadcast in over 160 countries and
territories to more than 1.1 billion TV households worldwide in 40
different languages. UFC FIGHT PASS®, a digital subscription
service, delivers exclusive live events, thousands of fights
on-demand and original content to fans around the world. For more
information, visit UFC.com and follow UFC at Facebook.com/UFC,
Twitter, Snapchat and Instagram: @UFC.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20180731005659/en/
United Entertainment Group (for PVH/Van Heusen)Rebecca Timms,
917-595-3170Rebecca.Timms@uegworldwide.comorUFCBrian Smith,
702-956-6566bsmith@ufc.com
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