In the unlikely event that your next office party breaks out into a brawl, Van Heusen has you covered.
The American clothing company took a bold step into the Octagon with its latest ad, which features UFC bantamweight T.J. Dillashaw and two-time welterweight title contender Stephen “Wonderboy” Thompson battling it out in their apparel from the “Flex Collection”, which is designed for maximum freedom of movement while still maintaining a formal look.
In the ad, Dillashaw is irked by the noise that Thompson is making from across the workspace and the two engage in a fantastical battle that is choreographed to show off just how stretchy and versatile their clothes are.
Per Adweek, this makes Van Heusen the first men’s dress clothing provider to have a sponsorship with the UFC. The partnership becomes official on Aug. 4 at UFC 227 at the Staples Center in Los Angeles, where Dillashaw defends his title in a rematch against rival Cody Garbrandt in the evening’s main event.
According to PVH Heritage Marketing (the parent company of Van Heusen) CMO Mike Kelly, it is a lucky coincidence that the brand will make its debut in the UFC on the same evening that Dillashaw takes center stage.
“We didn’t plan it this way but T.J. will be in a title fight for a pay per view event,” Kelly told Adweek. “As part of the sponsorship with UFC, we wanted to be in the space, we wanted to be endemic and inside the space.”
The Van Heusen logo will appear on the mat and there will also be a digital and social component to the sponsorship.