- Alex Palmer

NEW YORK Dickies aims to give its clothing a higher purpose in a new ad campaign. The manufacturer of work, school and outdoor apparel unveiled its new brand campaign today, which focuses on the real stories of several American workers.

The campaign features individuals from around the country in a variety of jobs, with the common connection that they all wear Dickies apparel. Tagged “Wear with purpose,” the ads feature a motorcycle stunt rider, a plumber, a tire shop owner and car fabricator. They were selected after Dickies conducted a nation-wide search for workers who embody the hard-working attitude the company wanted associated with its brand.

“Our consumers come from a wide range of jobs and subcultures,” said Tad Uchtman, client svp, marketing, in a statement. “We recognize that these individuals respect the hard working nature of our brand and acknowledge its relevance beyond work.”

The campaign was developed in-house at Williamson-Dickie, and begins this month, via print, online and national broadcast, as well as point-of-sale at retailers. The client spent $5.3 million on media last year, per Nielsen.

Dickies’ new tagline replaces “Legend in work,” but keeps with the brand’s focus on the practical use of its clothing. According to Uchtman, this emphasis on hard work has broad appeal to a diverse base of consumers.

“With the new tagline, ‘Wear with purpose,’ our customers can define their personal reasons and occasions for wearing Dickies -- whether that’s for the durability to get them through the day or the low-key style for life after work,” he said.


Nielsen Business Media