You cannot wear your best suit to run a marathon or step into a boxing ring. Or can you? Van Heusen believes its Flex Collection, which hit the market about four years ago, is so flexible, breathable and comfortable that UFC fighters could theoretically wear the pants, shirts and jackets in an epic showdown. So the brand tapped UFC welterweight Stephen Thompson and bantamweight champion TJ Dillashaw to wear pieces from the collection and duke it out.
The ad starts out with the fighters working side-by-side in an office environment. But suddenly, a fighting cage drops down and things get heated. The audience can see the clothing in action, in all its stretchiness.
According to AdWeek, CMO of Van Heusen parent company PVH Heritage Marketing Mike Kelly said, “I want people to believe that the product works, because it does. If it can stretch this much on them in these conditions, it is obviously something that would be relevant to them.”
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