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'Wear with Purpose' tagline replaces 'Legend in Work'

Jun '09
Dickies, the leading global workwear brand, announces its new brand campaign featuring real, hardworking people, in real jobs with the new tagline, “Wear with Purpose.”

The new campaign includes images of people wearing Dickies as part of their everyday life whether at work or after work. Dickies searched the country for individuals who embody the hardworking ethos and independent spirit of the brand to be featured in the campaign and show the variety of people, backgrounds and jobs who share the common link of loyally wearing Dickies. The campaign features a car fabricator, a tire shop owner, a motorcycle stunt rider, a plumber, a bike messenger and a barber/musician, among others.

“Our consumers come from a wide range of jobs and subcultures,” said Tad Uchtman, senior vice president of marketing for Williamson-Dickie Manufacturing Company. “We recognize that these individuals respect the hard working nature of our brand and acknowledge its relevance beyond work. Dickies is committed to designing apparel that is authentic and uncomplicated so you can be your real self.”

The new “Wear with Purpose” tagline replaces “Legend in Work,” which was used for more than a decade. The campaign and tagline focus on building brand relevance with a broad group of consumer segments.

“The uncomplicated style of Dickies has attracted a diverse consumer base for many years,” added Uchtman. “With the new tagline, 'Wear with Purpose,' our customers can define their personal reasons and occasions for wearing Dickies – whether that's for the durability to get them through the day or the low-key style for life after work.”

The brand campaign begins this month and is supported through national broadcast, print and online media as well as retail point-of-sale.


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