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Dockers Signs Bear Grylls for 2012 Campaign

Khaki pants might bring to mind cubicle drones, but the brand is out to change that image with its upcoming marketing push.

Bear Grylls
Appeared In
Special Issue
Men'sWeek issue 12/08/2011

DOCKERS GOES WILD: Khaki pants might bring to mind cubicle drones, but Dockers is out to change that image with its upcoming spring marketing push. The Levi Strauss & Co.-owned unit has signed Bear Grylls, star of Discovery Channel’s “Man vs. Wild,” as the face of the 2012 campaign.

“My schedule means I want khakis that I don’t worry about,” said Grylls, who on his show navigates the world’s most inhospitable terrain, displaying extreme survival skills like trapping wild boar, scaling rock pinnacles and fashioning a wet suit from a seal carcass. “Dockers makes great trousers that are comfortable, easy to wear and look great, too.”

This story first appeared in the December 8, 2011 issue of WWD.  Subscribe Today.

The campaign will break in print, online, outdoor, in-store and on radio in February and March. The media buy has not been finalized, according to Dockers. In the first six months of this year, Dockers spent $3.6 million on advertising, according to Kantar Media figures.

Lensed by photographer Koto Bolofo, portions of the campaign were shot in New York, including outdoor images of Grylls in Central Park. The ads will bear the ongoing tag line “Wear the Pants,” which Dockers introduced in 2009.

Grylls is signed to a year-long contract with Dockers. The television star is a former member of the British special forces and has successfully scaled Mount Everest, led expeditions in Antarctica and written 10 books, including the bestseller “Mud, Sweat and Tears.”

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