The Dockers brand has unveiled the first visuals from the latest evolution of its international, Wear The Pants marketing platform featuring Bear Grylls, star of multiple extreme survival programs.
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, says the company.
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.
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“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.
Grylls can next be seen on tour on “Bear Grylls: Mud, Sweat & Tears Live” shows in Norway, UK and US in 2012.
The Dockers brand’s latest campaign features an assortment of evolved, modern Dockers styles perfect for the “wild” situations everyday life can present.