PVH Corp. (NYSE:PVH) announced today that its Van Heusen brand will center its 2013 Institute of Style campaign on educating and helping men to step up their style for ultimate success in the workplace. As part of the campaign, Van Heusen will launch a competition for a week-long internship with football great and Van Heusen brand ambassador Steve Young.
“In this newest season of our Institute of Style campaign, we are focusing on the young professional setting out on his career path, teaching him that dressing well is essential in today’s workplace,” said Mike Kelly, Executive Vice President of Marketing for PVH. “This campaign will provide one young man with a once-in-a-lifetime opportunity to intern with all-time football great and successful businessman Steve Young, while educating and inspiring many more men to step up their style .”
The online competition, which kicks off today, will live on Van Heusen’s Facebook page – facebook.com/VanHeusen – and will be judged by brand ambassadors Young, fellow football great Jerry Rice and current pro quarterback Matthew Stafford. Candidates can enter by submitting a photo that illustrates their personal style, along with a written elevator pitch that explains why they would be the best candidate for the internship. Semifinalists will be revealed in early January and required to create a one minute video, responding to interview questions posed by Young. The grand prize winner will be announced the first week of February.
The Institute of Style campaign and internship competition will be supported by broadcast, print and digital advertising. An advertisement will launch on NBC’s Sunday Night Football; GQ, ESPN the Magazine and Men’s Health will feature the campaign in-book; and creative will appear on GQ.com, CBSSports.com and CareerBuilder.com, the largest job site in the U.S., in an additional effort to communicate with men beginning their careers.Young, Rice and Stafford will appear in a series of videos living on VanHeusen.com that show the gridiron greats offering personal style tips. In addition, Stafford will be featured in point-of-sale materials at participating retailers nationwide. The Van Heusen Institute of Style campaign is designed to help men across America step up their style for the key moments in life when it’s vital to make a lasting first impression. A trusted style authority for almost 100 years, Van Heusen offers an easy-to-follow series of online “playbooks” as part of the Institute of Style that offer men step-by-step style guides on how to dress for these “game-changing” moments – a big job interview, the first date, meeting the parents for the first time and more. The playbooks live on VanHeusen.com. About PVH Corp. PVH Corp., one of the world’s largest apparel companies, owns and markets the iconic Calvin Klein and Tommy Hilfiger brands worldwide. It is the world’s largest shirt and neckwear company and markets a variety of goods under its own brands, Van Heusen, Calvin Klein, Tommy Hilfiger, IZOD, ARROW, Bass, G.H. Bass & Co., Warner’s and Olga, and its licensed brands, including Speedo, Geoffrey Beene, Kenneth Cole New York, Kenneth Cole Reaction, MICHAEL Michael Kors, Sean John, Chaps, Donald J. Trump Signature Collection, JOE Joseph Abboud, DKNY, Ike Behar and John Varvatos.