Leading Apparel Manufacturer Turns To DeVito/Verdi To Develop Retail Brand And Refresh Iconic Gold Toe Brand
Gildan Activewear Names New York Shop As Its U.S. Agency Following Extensive Review; Assignment Will Include Advertising, PR, Digital and Media
NEW YORK, Sept. 24, 2012 /PRNewswire/ -- Gildan USA Inc., the Branded Apparel division of Gildan Activewear Inc., the global leader in manufacturing quality branded basic apparel, has tapped the independent advertising agency DeVito/Verdi to help develop the Gildan® name as a consumer brand for t-shirts, underwear, socks and other apparel items, as well as refresh the image of its Gold Toe® brand, according to Ellis Verdi, president of the New York-based agency.
The agency review search began several months ago, and was narrowed down to several finalists, including DeVito/Verdi. This marks the most significant contract granted to an agency to assist the company with its advertising and marketing, according to Gildan®. Billings for the new assignment were not disclosed.
Gildan is the leading activewear brand in the screenprint market in the U.S. and Canada, with total revenues close to $2 billion annually. The company, headquartered in Montreal, is also one of the world's largest suppliers of athletic, casual and dress socks sold to a wide range of retailers.
The assignment will call for the development of the Gildan® brand positioning and identity; creation of commercials, signage and design concepts; engaging in PR, e-commerce and social media activities; and implementing an overall communications platform to introduce and promote the brand in the U.S., Canada and international markets.
For Gold Toe, the agency has also been given the mandate of refreshing the 83-year-old brand and widening its appeal to a broader audience.
"We are determined to create a powerful consumer brand with Gildan, and we have tremendous confidence in the further growth potential for Gold Toe," said Glenn Chamandy, president and CEO, Gildan Activewear Inc. "We've aligned ourselves with an agency that has an established track record of successes in the retail industry, and we're looking forward to partnering with them to achieve our goal of becoming a company driven by leading consumer brands."
Gildan is a marketer and vertically-integrated manufacturer of quality branded basic apparel, as well as the leading activewear brand in the screenprint market in the U.S. and Canada. The Company is also one of the world's largest suppliers of athletic, casual and dress socks sold to a broad spectrum of retailers in the U.S. Gildan markets its sock products under a diversified portfolio of company-owned brands, including Gold Toe®, PowerSox®, SilverToe®, Auro®, All Pro®, GT®, and the Gildan® brand. The Company is also the exclusive U.S. sock licensee for the Under Armour® and New Balance® brands. In addition to socks, the Company is pursuing a strategy to grow its sales of branded underwear and activewear products in the U.S. retail market. With more than 30,000 employees worldwide, Gildan owns and operates highly efficient, large-scale, environmentally and socially responsible manufacturing facilities in Central America and the Caribbean Basin. Based in Montreal, Gildan also has US headquarters for its Branded Apparel division in Charleston, SC. For more information about Gildan visit www.gildan.com and for more information on Gildan's Corporate Citizenship initiatives visit www.genuinegildan.com.
DeVito/Verdi, a privately held company, has been recognized as one of the most exceptional creative agencies in the industry. Its lengthy list of industry awards includes the top prizes at the Clios, Radio Mercury, Cannes, Andy, Addy and One Show award ceremonies.
DeVito/Verdi is an idea-driven agency that employs traditional and non-traditional approaches to achieve creative excellence. The agency has developed a strong digital expertise to broaden and complement its longstanding creative reputation.
The agency has been voted "Best Agency" six times over the last 12 years by the AAAA, and has created some of the most memorable ad campaigns of the past 20 years. DeVito/Verdi strives for excellence and maintains a unique level of prestige within the advertising industry, as evidenced by its work for such clients as Kohl's, Legal Sea Foods, North Shore/Long Island Jewish Health System, The National Association of Broadcasters, Daffy's, Sony, Canon, Duane Reade Drug Stores, BMW, Varian Medical Systems, Esquire Magazine, Men's Wearhouse, TimeOut Magazine, Grey Goose Vodka, EPC Cigar Co., eCampus, SteinMart, Reebok, Hotwire.com, Office Depot, Appleton Rums, Pepsi/SOBE, Corazon Tequila, Empire Kosher Chicken, Acura, Massachusetts General Hospital, Abington Memorial Hospital, CarMax, Sports Authority, For Eyes Optical and others. For more information on DeVito/Verdi, visit www.devitoverdi.com.
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