CHRIS PRATT TOTALLY REWRITES THE HISTORY OF APPAREL BRAND TRAVISMATHEW IN NEWEST CAMPAIGN
Premium lifestyle apparel brand TravisMathew has debuted its newest campaign with actor and brand ambassador Chris Pratt. In a handful of new spots spanning connected TV and social media, Pratt meanders through various picturesque landscapes opining on the accomplishments of a man named “Travis Mathew,” but goes completely off script, thus forcing the brand to “fire” him.
The brand worked closely with creative partner, Imagine Entertainment and production partner, O Positive Films, to produce a one-of-a-kind campaign led by director Jim Jenkins.
“Our first campaign with Chris was focused on promoting our best-in-class products, what you would likely expect from an apparel campaign. This time around, we wanted to take a little more risk to tell new customers who we are as a brand and really allow Chris to be the humorous on-screen storyteller that he is,” TravisMathew Senior Director of Marketing Chris Peterson said. “Working alongside Imagine Entertainment and O Positive Films was incredible in developing this creative. We know that this campaign is a bit unconventional but feel confident that it will capture the attention of those that see it and bring a new level of awareness to our brand.”
“At Imagine we typically focus on long-form branded storytelling, but sometimes we take on projects because, well, they just seem like fun,” said Marc Gilbar, President of Brands at Imagine Entertainment. “As fans of Chris Pratt, TravisMathew, and absurd brand histories, this was an opportunity we simply couldn’t pass up.”
The lifestyle brand is riding the momentum of a successful 2022 and capitalizing on how far it has come with a campaign of this magnitude. TravisMathew continues to invest in its relationships with its high-profile brand ambassadors to drive that success. Pratt has been an official ambassador of the brand since November 2021 and sits alongside a robust roster of professional athletes including golfer Jon Rahm, quarterback Jimmy Garoppolo and NBA star Alex Caruso.
“We pride ourselves on working with ambassadors that not only believe in the quality of our product and vision of our company, but also fit the personality of our brand,” TravisMathew CMO Leif Sunderland said. “We’re continuing to see positive trends in our business across all channels and we have grown both our online and physical footprints domestically in big ways over the last couple of years. Being able to leverage someone like Chris and his massive cultural relevance has been a great addition to our brand as we enter a new phase of growth.”
Pratt’s partnership with the brand kicked off with a charity flash sale benefiting Special Olympics, to honor Pratt’s position as a Global Ambassador for the organization. The second-year partnership with Pratt will include a Veterans Day Charity Sale coming this November.
