Men’s apparel brand, Van Heusen, continues to use football in its efforts to help young men improve their style game. The company first unveiled it’s “Institute of Style” campaign in 2010, in partnership with GQ and ESPN. The initiative issued a challenge to men, to transform themselves from “Schlub to Swagger.” The campaign merged men’s fashion and style with sports, as ambassadors and Pro Football Hall of Famers Steve Young, Jerry Rice and Deion Sanders were on-hand to assist with the wardrobe overhaul, and school men on selecting clothes that were up-to-date and in fashion.
The company is sticking with its strategy of using NFL athletes and the game of football to inspire young men to recognize that they could benefit from a style upgrade. As The New York Times reports:
The Van Heusen Web site and Facebook page have been transformed into an extended football metaphor. Fashion spreads featuring the players are called “playbooks” and feature gridiron lingo: one featuring fitted shirts is called “First and Fitted”; another with colorful shirts is called “Friday Night Brights.”
Today Van Heusen unveiled a new video, in collaboration with Funny or Die. The video features the newest Van Heusen Institute of Style Graduate, Detriot Lions QB Matt Stafford. He is tasked with helping a young guy named Pete (played by comedian Rob Lathan) find the perfect outfit for a business meeting. Both Steve Young and Jerry Rice are also featured, offering advice such as “fashion is a game of inches.”
Check out the video below on these “Life Coordinators,” for the complete story of how the Institute can take you from “Schlub to Swagger.”
Style in Training with Matthew Stafford, Steve Young and Jerry Rice – watch more funny videos
Below are behind-the-scenes photos from the shoot, courtesy of Van Heusen: