Wear The Pants
Airstream & General Store
We needed style credibility if we were going to change minds about the Dockers brand. MKG helped to broker a partnership with GQ — allowing us to leverage the GQ readership in-book and online and increase Dockers’ style factor by association alone.
We knew we would convert men if we could get them to try the pants on, so we created a tour built around trial. Men were given a free pair of Alphas – an $80 value – in exchange for a social action.
In addition, our stylish airstream immersed people in the new Dockers brand with sleek design and relevant partnerships with local brands at each stop that appealed to stylish, younger guys.
The General Store
To reach style influencers, we created the Dockers General Store in NYC during Fall Fashion Week. Everything about it was designed to show off Dockers as a lifestyle brand with an unexpected edge.
Our design was sleek and artful, we hosted a variety of events including live music performances and foodie experiences, and the store featured two pop-ups within the pop-up – a tattoo parlor by Three Kings Tattoo and a barber shop by the Blind Barber.