Fruit of the Loom Selects a New Agency

Business leaves Richards after 12 years

Fruit of the Loom is leaving Texas for Colorado—at least to get its ads.

The Boulder, Colo. office of Crispin Porter + Bogusky has won Fruit of the Loom's creative and media business after a review, a representative for Fruit of the Loom has confirmed.

The brand's media spending exceeded $32 million last year, according to Nielsen. That figure does not include online spending, however.

Four finalists competed for the business: Crispin, Draftfcb, Arnold and Grey, the rep said. Pile + Co. in Boston managed the review, which began in September

The new agency succeeds The Richards Group in Dallas, which had handled the account since 2000. Richards did not participate in the review.

At the onset of the process, Fruit of the Loom said its new management team was seeking an agency with a "fresh perspective on how to market [its] brands and strengthen consumer engagement."

In addition to underwear, Fruit of the Loom sells T-shirts and other casual clothing for adults and children. A campaign earlier this year depicted twentysomething men and women dancing, skateboarding and exercising. The tagline was, "Move to comfort."









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