• September 16, 2011

Instead of using celebrity talent and models in its new campaign, Carhartt is featuring average consumers.

Eleven "Everyday Icons" will be featured, two each week from Sept. 14 to Oct. 14. What makes these people an "icon" is that they are all real tradespeople and craftspeople who have used Carhartt throughout the years in their jobs, which range from organic farming to glassblowing.

Carhartt's Facebook page will feature the campaign and beginning in mid-October, consumers can submit stories and photos  of  co-workers, friends or family members who they believe are also worthy of recognition as part of the campaign. Each week, an "Everyday Icon" will be selected from fan submissions for weekly prizes such as Carhartt gear and a chance to see the Zac Brown Band in concert. --Tanya Irwin