Launching a U.S. basicwear brand 

From concert T-shirts to children’s activewear, many consumers’ closets are dotted with Gildan products: and they do not even realize it.

The emerging mass-retail brand called on Big Red Rooster to help develop and launch its new basicwear in the U.S. retail market, increasing awareness of its fun, approachable brand while educating consumers about product quality and benefits. 

Capturing brand expression 

Gildan prides itself in delivering premium-quality, great-value basics for all ages.  

Our team captured Gildan’s playful, family friendly brand expression, alluding to its target consumers’ fun, highly active lifestyles. Brand messaging reminded consumers that Gildan’s comfortable basicwear fit easily into their day-to-day routines.  

Designing a user-friendly e-commerce hub 

Web-based sales provide a growing area of opportunity for Gildan and its U.S. market share. We designed a user-friendly, on-brand e-commerce site that led consumers straight to the basics they loved. 

Engaging target audiences 

Our team helped build awareness among target audiences through strategic search engine marketing (SEM) and print advertisements. These ads offered product discounts and led potential customers to the newly designed e-commerce site. 

Leveraging sponsorship to accelerate affinity

Increasing awareness through national television spots

When Gildan partnered with ESPN to sponsor the 2011 New Mexico Bowl, our team knew title sponsorship would give this emerging mass-retail brand the opportunity to advance its message with television advertising for the first time. 

Big Red Rooster assembled a dynamic creative team to concept, script, art direct, score, and edit two national television spots that yoked Gildan’s active, energetic brand to the basics in life.