2012 Van Heusen Institute of Style Campaign Sees Quarterback Matthew Stafford Transform from Style “Trainee” to “Graduate”

NEW YORK--(BUSINESS WIRE)--PVH Corp. [NYSE: PVH] unveiled the 2012 Van Heusen Institute of Style campaign today, introducing quarterback Matthew Stafford as the latest to go from style “trainee” to “graduate.” Stafford joins football Hall of Famers Steve Young and Jerry Rice as part of the newest installment in the campaign that is complemented by an enhanced experience at VanHeusen.com.

“We are thrilled to have Matthew join the Institute of Style”

“We are thrilled to have Matthew join the Institute of Style,” said Mike Kelly, Executive Vice President of Marketing for PVH. “What’s unique about this year’s campaign is being able to follow Matthew’s transition from style ‘trainee’ to ‘graduate.’ Our core consumer can relate to this transition. We provide them with tips from our trusted team of experts to help improve their looks, which are conveyed through a truly dynamic digital experience.”

As part of the 2012 Van Heusen Institute of Style campaign, the Van Heusen team has taken a scenarios-based approach to helping guys improve their style with online “Playbooks”. Men will learn the basics from Improving Your Field Position, with looks appropriate for the office, to Double Your Coverage, with the best ways to layer sweaters, shirts and ties.

The looks will be showcased on the team of spokesmen throughout the VanHeusen.com website, which will offer flexible and comfortable style suggestions that fit a wide variety of men. Consumers can easily purchase the featured Van Heusen items through different retail partners linked directly through the website.

The campaign is also integrated with Van Heusen’s Facebook page, where consumers will have the opportunity to enter for a chance to win a three-day trip to New York City through the “Style in Training” sweepstakes, which includes an Institute of Style transformation, as well as tickets and sideline passes to a local professional football game. Fans can enter for a chance to win by simply liking the Van Heusen page and filling out the registration form. Fans on Facebook will find:

A behind-the-scenes look at photo shoots with Stafford, Young and Rice
Tips and advice from Van Heusen’s team of stylists
Weekly chances to win prizes including player autographs, apparel and gift certificates

The campaign will come to life across multiple other touch points, including point-of-sale materials at participating retailers, and on-air and print advertisements, which will run across ESPN, NBC Sports, the NFL Network, GQ, ESPN the Magazine, among others. Additional campaign elements will be announced over the course of the season.

About PVH Corp.

PVH Corp., one of the world’s largest apparel companies, owns and markets the iconic Calvin Klein and Tommy Hilfiger brands worldwide. It is the world’s largest shirt and neckwear company and markets a variety of goods under its own brands, Van Heusen, Calvin Klein, Tommy Hilfiger, IZOD, ARROW, Bass and G.H. Bass & Co., and its licensed brands, including Geoffrey Beene, Kenneth Cole New York, Kenneth Cole Reaction, MICHAEL Michael Kors, Sean John, Chaps, Donald J. Trump Signature Collection, JOE Joseph Abboud, DKNY, Ike Behar and John Varvatos.

Twitter: @vanheusen Facebook: Facebook.com/vanheusen

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