Pro Football Hall of Famers Steve Young, Jerry Rice and Deion Sanders star in a multi-media push for Van Heusen “urging men to step up their style” for an opportunity to win an ultimate fan experience at Super Bowl XLVI.
Sanders is new to the Institute of Style campaign, in which Young and Rice were featured last season.
The effort is being marketed in conjunction with GQ magazine and ESPN, which has previously partnered with Van Heusen on the “Fans Choice Football Hall Of Fame” campaign.
The new push will include online, on-air, print and outdoor. An advertising campaign featuring Young, Rice and Sanders is scheduled to run across ESPN and GQ properties, as well as a full page ad in The New York Times on Oct. 3 and a 60 x 80 foot billboard in Times Square.
The campaign is anchored by a dedicated Web site that purports to transformation men from “Schlub to Swagger.”
Young, Rice and Sanders will be part of a panel judging before and after photos posted to the Web site that show how visitors have upgraded their look using Van Heusen clothing and accessories.
The best entry as determined by the panel and four friends be flown to Indianapolis in February to watch Super Bowl XLVI with Young, Rice and Sanders. Full details here.
A nationwide survey commissioned by Van Heusen and GQ showed that “while 85% of the men surveyed think they have style, they also recognize that they could benefit from a style upgrade and help selecting clothes that are up to date and in fashion.”
According to Mike Kelly, evp-marketing for Van Heusen parent company PVH, “We’ve been a trusted brand for men for almost a century and through this new campaign we have the opportunity to further our dialogue with men and become an even greater authority and resource for style. We’re excited about the power of this unique partnership among Van Heusen, ESPN, and GQ, which brings leaders of sports, men’s fashion and style together in one campaign.”