Gildan

For years Gildan was king of custom T-shirts. They printed concert tees and sports team gear. You probably have one in your closet. Then they decided to enter the retail market, which meant getting on the map so the big the department stores would give them shelf space. So they needed a campaign that would set them apart from the big underwear brands. The initial focus was males 18-30, which is always beautiful for creatives. Not long after the campaign broke, Gildan found themselves on the shelves of Walmart.