US-based apparel company PVH Corporation has inked a deal for its popular men’s formal wear brand Van Heusen to become the Official Men’s Dress Furnishings Provider of the Ultimate Fighting Championship (UFC).
As a part of the one-of-a-kind partnership, Van Heusen branding will be featured inside UFC’s Octagon at UFC 227 and the brand will take over UFC.com’s homepage this Saturday.
The company has also announced a campaign to kick-start its partnership with UFC and promote its newly launched Van Heusen Flex Collection that features comfortable and innovative all-over stretch fabric.
Part of the campaign is the TV commercial that features UFC stars TJ Dillashaw and Stephen Thompson kicking, punching and grappling their way through an office-spat-turned-MMA-match while dressed in shirts and pants from the Van Heusen Flex Collection, actively demonstrating the collection’s All-Over Stretch, Flex Collar and Flex waistband attributes.
The TVC will premiere during YFC 227 Dillashaw vs Garbrandt 2 on August 4 at the Staples Center in Los Angeles. It will also will be featured as pre-roll on UFC’s YouTube channel, and Van Heusen creative featuring Dillashaw and Thompson will be incorporated across UFC’s social media channels.
The commercial and campaign creative will be placed across national and local cable television, including NFL Network, Comedy Central, FOX Sports 1 and TruTV; programmatic and Pay-Per-View shows; video-on-demand on Hulu, DirecTV Now, Sling TV and Roku; digital advertising spanning news and sports websites like Bleacher/Report and ESPN; and display ads on select retailer sites. The campaign also features in-store and in-gym signage at various retailers and Life Time athletic resort locations that will include UFC’s logo along with images of Dillashaw and Thompson.
Ken Duane, PVH’s Chief Executive Officer, Heritage Brands, said, “Van Heusen has a history of firsts, and our partnership with UFC adds to that impressive list. We were first-to-market with our innovative Flex Collar and are eager to highlight our Flex collection in an authentic, surprising, and first-of-its-kind way: becoming UFC’s first Official Men’s Dress Furnishings Provider.”
“Tapping into the burgeoning popularity of MMA, as well as two of its premier athletes in TJ Dillashaw and Stephen Thompson, was hugely important to us as we look to reach the next generation of Van Heusen men.”
UFC Senior Vice-President, Global Partnerships, Paul Asencio said, “We’re thrilled to announce our new partnership with Van Heusen, one of the world’s most recognizable brands. The Van Heusen Flex Collection is the perfect business attire for UFC athletes outside of the Octagon because it allows them to wear stylish and flexible business apparel without compromising their comfort, individual style or look.”