Dockers Ready For It


Ready For It – Dockers® Launches New Media Campaign

Levi Strauss & Co.
September 16, 2019

Building off its “Always On” platform, Dockers® is making sure guys are “Ready For It.”

That’s the concept behind the brand’s newest media campaign. The ad spot features a smartly dressed city-goer sprinting through busy streets in a race to beat a parking meter, highlighting the stretch and comfort of Dockers® Smart 360 Flex™ product innovations. Self-described as “down to earth, witty and unpretentious” the campaign maintains the brand’s pledge to allow guys to be ready for everything, exemplifying the versatility and originality of the product with quirky and relatable moments.

Conceptualized and produced by FCB, a creative agency based in San Francisco, the campaign was shot in Mexico City where the hustle and bustle provided the ideal setting to show off the stretch and comfort of both the Alpha Icon Long Sleeve shirt and the tapered Alpha Chino – a complete Smart 360 Flex™ outfit.

Since Dockers® paved the way for the khaki category and defined Casual Friday, the brand – like the modern workplace – has evolved far beyond the office dress code. With unexpected levels of product performance and recovery, the campaign highlights strong, smart product options for occasions where confidence and presentation matter.

“We recognize the modernized style needs of today’s guys. It’s less about what to wear at the office, and more about a total lifestyle choice.” Lauren Johnson, Dockers® Senior Director of Marketing, said. “We are the brand that enables him to be his best self… confident and ready for whatever comes his way.”

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