Bear Grylls Wears the Alpha Khaki in the Dockers 2012 'Wear The Pants' Ad Campaign
18 Jan. 2012
DOCKERS INTRODUCES ITS 2012 FACE OF ADVERTISING: BEAR GRYLLSFor Fall/Winter 2012, Dockers celebrates 'man – the hero' by introducing Bear Grylls as the face of the Dockers brand global 2012 advertising campaign. VP of Commercial Operations for Europe and APD Tomas Schmidt stated, “Bear Grylls is perfect to drive the Dockers brands advertising campaign; daring, brave, manly... he personifies the Dockers consumers lightening spirit.”
The seasonal collection will come in three main deliveries. The Dockers Alpha offers a head to toe dressed up casual style across a range of tops such as the Dockers Laundered Shirt and the Oxford 'Pop Over' six button shirt, as well as polo and twill plaid shirts and tees. The collection pairs perfectly with the second of the lot, the casual Dockers Alpha Khaki which presents knitwear, tops, and a range of Ultimate Chinos in a wide array of colors and fabrics. Finally, the Dockers SF Khaki – Sharp and Ready – offers a more refined look. Pants come in a variety of yarn-dyed fabrications in grays and blacks while knitwear is more formal.
Schmidt emphasizes: “Dockers is Khaki at its very best. Unquestionably masculine. Dockers has always been more style-involved rather than style-leading, but is definitely engaged with upcoming trends. We are committed to leading the Khaki category. A giant amongst Khaki pretenders, Dockers is dedicated to create essential wardrobe items meant to be worn and loved. The brand prides itself on its design innovation and longevity in the marketplace.”
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