IN THE GAME: Uniqlo is kicking off the fall season with the latest installment of its “People” campaign, featuring Hall of Fame quarterback Joe Montana, choreographer Benjamin Millepied and Man Repeller blogger Leandra Medine. The ads will run in print this holiday season as well as on taxi tops and buses in New York and on bus shelters and double-decker tour buses in San Francisco. A Facebook and Twitter component made its debut Thursday.

“I like casual and comfortable clothes, and the technology they use is pretty interesting. It’s the type of place I would shop,” said Montana of the Japan-based chain, which will open a flagship in his hometown of San Francisco on Oct. 5. “My style is pretty basic. I wear jeans a lot and khakis on occasion. But I like little details like an interesting collar or a pocket that’s different. My wife loves fashion and she’ll keep an eye out for things for me.”

This story first appeared in the August 31, 2012 issue of WWD. Subscribe Today.

Montana, who won four Super Bowl rings with the San Francisco 49ers, has a lengthy résumé of commercial endorsements, ranging from Hanes underwear and Skechers shoes to Schick razors and McCormick spices. “You don’t prepare for the camera. You just hope you have a good day,” he said of his pitchman duties.

The Uniqlo campaign also features Mission Chinese Food cofounder Danny Bowien, tech entrepreneur Brit Morin, pro skater Zered Bassett and singers Goapele and Amanda Warner — all wearing Uniqlo’s Ultra Light Down Jackets, which are available this season in 100 colors and patterns.

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