Found November 18, 2012 on
A Glam Slam:
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 shirt
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