PVH partners with UFC for Van Heusen Flex collection

By

Cassidy Mantor

Published
Aug 1, 2018

PVH Corp.'s Van Heusen Flex Collection has become the "Official Men’s Dress Furnishings Provider" of the UFC. The new campaign launches with a commercial featuring TJ Dillashaw and Stephen Thompson.

Ken Duane, PVH’s Chief Executive Officer, Heritage Brands, said in a statement: "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.”

Van Heusen Flex offers men a range of dress shirts, pants, suit separates and sport shirts. Features include all-over stretch, flex waistbands and flex collars.

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The campaign kicks off featuring a commercial with the two UFC fighters having a disagreement in an office setting that quickly escalates into a full MMA-style fight. The fighters wear Van Heusen's Flex pants and dress shirts while they battle.

The campaign is scheduled to roll out this fall and holiday with commercials airing on the NFL Network, Comedy Central, Fox Sports 1, and Pay-Per-View. It will also air on streaming services Hulu, DirecTV Now, Sling TV and Roku.

A full digital ad campaign is scheduled for sports and news websites including ESPN and Bleacher Report. There will also be in store and in gym signage, as well as signage advertising the UFC and Van Heusen partnership through select retailers.

The Van Heusen and UFC partnership will debut during the UFC 227: Dillashaw vs. Garbrandt 2 fight this Saturday, August 4 at the Staples Center in Los Angeles.

Van Heusen Flex is priced from $50– $220. It is available at major retailers including Kohl’s, JCPenney, Macy’s and online.