Appearing alongside Pi the tiger, AFL star Dustin Martin fronted the January Bonds AW19 men’s underwear collection campaign rolling out across Australia from the middle of January.
The Bonds athlete ambassador and Richmond Football super star appeared in both the range launch shoot and advertising campaign with rolled out in-store and online from 21 January.
The campaign creative, developed in harness with agency The ARC Factory, echoes the jungle tone product palette with camouflage prints and textured waist bands.
The tiger, Pi (a name that translates as ‘strong and noble’), walked alongside Martin to add drama to the still image and video to further reflect the strong physique and signature ink of the jungle inspired underwear.
The campaign was amplified across the usual digital and social platforms.
“Dustin was great. When we discussed the Tiger idea, he was really excited,” said Bonds head of marketing Emily Small.
“It’s a great way to showcase his athleticism and our Bonds Jungle inspired print undies, alongside one of the worlds most amazing animals, the images are power.”
Comment:
This athlete ambassador led campaign followed on from last August’s Bonds marketing burst which saw Dustin Martin front the brand’s ‘tech Killer Undies’ campaign which saw the AFL star transform into a 3D video game gladiator and battle through a video game in a CGI world, destroying advancing warriors and utilising his famous ‘Don’t Argue” fend.
Powered by his Tech Trunks of course.
“Being a computer game gladiator for a day was great, I got to run at full speed, smashing warriors and sending them flying into the air, it was awesome…. Not sure I’d want to be a stunt guy…those guys work hard” said Dustin Martin at the time that campaign rolled out..
The tech trunk range was actually designed in collaboration with Dustin.
“When I started with Bonds late last year, we talked about creating the perfect sport underwear. Sitting down with the design team, we looked at the features I’d want in a pair of trunks. It was a great process, I enjoyed working with the designers and am really happy with how the Tech trunk turned out,” the AFL star explained.
“They keep me cool and comfy without bunching or budging. Nobody’s got time for that; especially when you’re playing in front of millions.”
Another notable recent sports star underwear ambassador campaign where the player was involved in the design as well as the advertising was the recent Serena Williams ‘I Touch Myself’ campaign for Berlie (see case study).
Links:
Bonds A/W19
https://www.youtube.com/user/BondsOz
https://www.instagram.com/bondsaus/
https://www.facebook.com/BONDS
ARC Factory
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