04 February 2010

CALVIN KLEIN UNDERWEAR - FEATURES FOUR MEN IN FULLY INTEGRATED GLOBAL ADVERTISING CAMPAIGN FOR SPRING 2010

Actors Kellan Lutz, Mehcad Brooks and Athletes Fernando Verdasco, Hidetoshi Nakata to be Featured in Upcoming “Mark Your Spot” Global Advertising Campaign


Kellan Lutz

NEW YORK, NY, FEBRUARY 3, 2010 – Calvin Klein underwear, a division of The Warnaco Group Inc. [NSYE: WRC] and Calvin Klein, Inc, a wholly owned subsidiary of Phillips-Van Heusen Corporation [NYSE: PVH], today unveiled the brands’ graphic Spring 2010 global advertising campaign, which will be seen in an impactful and complementary mix of print, outdoor, and digital media around the world beginning next month, including a fully dedicated microsite that will debut February 15, 2010.

For the first time, the men’s Calvin Klein underwear campaign will feature four men in one campaign to promote the new Calvin Klein X underwear line. The talent in the campaign spans different backgrounds and nationalities and includes American actors Kellan Lutz and Mehcad Brooks and two international sports stars, Spanish tennis star Fernando Verdasco, and Japanese soccer player Hidetoshi Nakata.

“The launch of Calvin Klein X underwear is a truly global initiative, so we believe it is imperative to feature talent from our most important regions - Asia, Europe, and the USA in the launch advertising, said Tom Murry, President & CEO, Calvin Klein, Inc. “The creative is in the spirit and tradition of the most innovative of Calvin Klein underwear campaigns.”

“Our newest campaign is a wonderful representation of today's Calvin Klein underwear consumer, reflecting the breadth and diversity of our global reach in a way that speaks to their lifestyle with a resonant message through media that is relevant to them, said Helen McCluskey, President, Warnaco Intimate Apparel and Swim. “We expect that this will give us an opportunity to communicate to even a broader audience worldwide.”

The campaign will debut Calvin Klein underwear’s new Calvin Klein X line, which comes in two modern fabrications for ultimate comfort and fit: cotton modal and microfiber. Modal provides softness and luster whilst the cotton allows for comfort and breathability; the microfiber is an ultra-luxe premium fabrication. Both have stretch for ease of movement, and styles are distinguished with colored, microfiber logo waistbands – cotton features a blue logo, microfiber in red. Each is overlaid with a distinctive center front gray patch with an embossed “X” over the signature Calvin Klein logo in bold proportions for maximum impact.

The imagery for all four campaigns includes both still photography by fashion photographer Mikael Jansson and digital films produced by Darius Khondji, shot in New York City. The campaign was directed by Trey Laird of Laird & Partners. Ads will break globally in April 2010 magazines. Impactful imagery will also be featured in a global outdoor advertising program spanning key sites in markets across the Americas, Europe, Japan, and Asia.

To complement the brand’s e-commerce site, cku.com, and add further dimension to the campaign, a branded microsite created exclusively for the Calvin Klein X launch – at xmarkyourspot.com – will become the designated destination for all materials and videos featuring all four of the men, allowing consumers to hear from each of them, and get a peek behind the scenes at the campaign photo shoots, and sign up to receive more information on the campaign and the product. It is planned that the digital campaign will begin to be revealed online the last week in February, leading up to the full reveal of the campaign which will take place at xmarkyourspot.com, beginning on Monday, March 1st, to coincide with the campaigns’ outdoor and print creative which will include other unique online and offline components, including an Augmented Reality (AR) initiative with GQ and QR codes at point of sale.
In support of the digital component of the program, Calvin Klein underwear has executed its largest digital media buy to date, including a 20+ market buy on Facebook.com as well as other key regional portals and search engines, which will feature short videos or banner ads to engage and encourage click-through to the branded microsite.
Said Robert Mazzoli, Chief Creative Officer, Calvin Klein underwear, "We're excited to be presenting the latest chapter of evolution in communicating Calvin Klein underwear's iconic brand image by using four distinct personalities and leveraging them across a range of media in a bold, engaging, and fun way."

The four men featured in the Spring 2010 Calvin Klein X underwear campaign, include:

Former model and actor Kellan Lutz, 24, is best known for playing the vampire ‘Emmett Cullen’ in the popular Twilight films, and will be featured in the latest release in the series, Eclipse, which will be in theaters beginning June 30th.

Mehcad Brooks, 29, is a native Texan, who first worked as a model before transitioning to acting. For the last two seasons Brooks has starred in the HBO hit vampire series, True Blood, and will next be seen in a new ABC television drama, The Deep End.

Mehcad Brooks

Hidetoshi Nakata, 32, is a former Japanese National footballer who has played most of his career in Europe. Nakata has played for Japan in two Olympic Games (1996, 2000) and three World Cups (1998, 2002, 2006). He was one of the first Japanese players to play outside of Japan, in Italy and the UK. During his career in Italy he has won the Italian Championships and Italian Cup. He has received Asia Player of the Year twice. In 2006, after a strong performance in the World Cup Germany, Nakata announced his retirement from professional football. Nakata is known in Asia as a social entrepreneur and fashion icon, regularly attending runway shows and sporting designer fashions.


Hidetoshi Nakata

Madrid native Fernando Verdasco, 26, is a top ten ranked professional tennis player in the world and second in his home country of Spain. This year marked his best performance to date, climbing to number seven in the ATP world rankings and capturing his third ATP world tour title in New Haven.


Fernando Verdasco

EDITORIAL CREDIT: Calvin Klein underwear introduces Calvin Klein X underwear
xmarkyourspot.com / cku.com
IMAGE CREDITS: © 2010 Mikael Jansson

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