DOCKERS LAUNCHES “ALWAYS ON”

Dockers has announced the launch of its new brand platform “Always On,” a global campaign developed in collaboration with FCB West. The campaign will appear globally beginning today. The “Always On” creative platform inspires men to be ready for anything.

From landing a first date to nailing a coveted job interview, Dockers helps guys prepare for the moments that matter most, big and small. The fall campaign introduces Dockers® Smart 360 Flex Khaki – a new collection of khakis constructed with innovative 4-way flex to stretch both horizontally and vertically, delivering maximum comfort.

“Developed as a long lasting idea, ‘Always On’ connects with our consumers on an emotional level, rebuilding our relationship with him and asserting our leadership in a crowded category. The ‘Always On’ campaign is set to inspire men, and reinvigorate the Dockers® brand by connecting with loyalists and new fans around the world,” said Karen Riley-Grant, Global VP of Marketing for the Dockers brand.

The campaign was shot by FCB West Group Creative Director, Mike Long, along with Photographer Matthew Comer