• by Larissa Faw , August 31, 2016

Bonobos is launching an ad campaign and brand partnership featuring Chicago Bulls NBA player Jimmy Butler. 

Developed with creative agency Preacher, the "Wear No Doubts" campaign features Butler in a tongue-in-cheek take on the often overly serious fashion-meets-sports advertising genre executed by many  fashion brands. 

The work is intended to demonstrate how the modern Bonobos man -- or, ‘man in progress’ as they refer to their core consumer -- reflects a balance of confidence and humility, along with a healthy sense of humor. As such, Butler was a natural fit for the role because he embodies those characteristics – works hard and with purpose but without taking himself too seriously, says the agency. The clip ends with him saying, "Wear what you want to wear. Just don't wear any doubts." 

The campaign debuts September 12 in national print, online, and local broadcast media in Houston, Atlanta, and Chicago. Out-of-home ads will also appear in subways and stations in Chicago. 

These three markets were specifically selected to optimize the advertising's efficiency, says Dwight Fenton, chief creative officer, Bonobos.com. "Chicago was an obvious choice given Jimmy is a star player for the Chicago Bulls. Houston was second because he is native to the area. Atlanta made sense because we have two Guideshop locations in the area. By targeting these areas, we can be more impactful which ultimately will help drive the right kind of awareness for the brand and campaign."

As brand ambassador, Butler will also partner with the men’s retailer across social and consumer marketing initiatives throughout the year. Additionally, customers will be able to shop Butler’s favorite, hand-picked Bonobos items online on September 12th. 

"After getting to know each other, we realized that Jimmy's story, personality and values are represented in our brand and in the Bonobos guy," says Fenton. "Jimmy has an amazing sense of humor, an insane work ethic, and a strong sense of humility…Lucky for us, the stars aligned for us to work together."

The campaign also coincides with the retailer's effort to market beyond its main online channel.  It launched personalized styling services called Guideshops in 2011 and in 2012 expanded its distribution by partnering with Nordstrom to bring its collection to all 121 Nordstrom stores in North America and to Nordstrom.com.