apparel

For Cowboy Cool, Wrangler Launches No-Sweat Jeans

Roping ornery cattle is a sweaty business, so Wrangler is introducing a new take on cowboy cool: Premium Performance Cool Vantage Jeans. And it’s proof positive that the influence of the yoga pants-fueled “athleisure” trend is reaching as far as rodeo, bringing new fabric technology to traditional denim.

The ad campaign for the launch includes television, digital, print, radio, and billboards as well as interactive in-store elements, and it’s the first from Toth+Co, which recently added the Premium Performance line to its existing Wrangler assignments. Since it targets working cowhands, the company is introducing the campaign in the Southwest. (The Boston-based ad agency is also behind Wrangler’s flagship brand, with ads that feature such athletes as retired quarterback Brett Favre, the New Orleans Saints’ Drew Brees and NASCAR great Dale Earnhardt Jr.)

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In addition to the Cool Vantage Jeans, which are engineered with advanced moisture wicking properties, Toth also created ads for Premium Performance Advanced Comfort Jeans, which are built for a larger range of motion and boast twice the durability. (The Premium Performance line started with Cowboy Cut Jeans, which the company says has already become a favorite of its core audience.)

Wrangler, owned by apparel giant VF Corp., is one of the few brands bucking the downward drag on denim sales. The company recently released its second-quarter earnings, and reports that its jeanswear sales rose 4%, on a currency neutral basis, with the Wrangler brand climbing 7%. (At Lee, which it also owns, sales for the quarter rose 1%.)

Overall, denim sales continue to suffer as consumers opt for casual wear that is more athletic and performance-driven. The NPD Group -- a Port Washington, N.Y. based market research company -- says that sales of jeans in the U.S. have declined 5% in dollar sales in the 12-month period ended in May.

1 comment about "For Cowboy Cool, Wrangler Launches No-Sweat Jeans".
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  1. cara marcano from reporte hispano, August 3, 2015 at 12:01 p.m.

    It would be great if there were more Hispanic and black marketing @ this. Rodeo and jeans in the rodeo, vaquero-context are one of the few aspects of our culture that have these very intersting nuances and emotional touch points in Black and Latino culture AND also in white-non-Hispanic culture. This cowboy here seems to be white, non-Hispanic. Black Cowboys are an amazing tradition in the US and so are Latino cowboys. Rodeo culture is very black and Hispanic and Latin American and jean sales are being held up in the US by Latinos, so it would be great if there were more Latinos and Blacks in this creative and if hte creative ran in Hispanic print, radio, TV, email of Hispanic media partners and also in Spanish and using Black culture and language. I encourage anyone who is not familiar to reach out ot me or look up the history of the Black Cowboys and their annual parade through Brooklyn and the history of Black cowboys and of vaqueros and rodeo in Latino culture. We would love to help Wrangler and its agency do more to run this work in Hispanic and segment media. There are also female cowgirls and they are sexy and empowered aand also wear jeans !!!  Be great if this campaign were a bit more 360 that way.
    For info or for our help email me : 
    caramarcano@reportehispano.com

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