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Van Heusen signs sponsorship with UFC

Apparel company PVH has signed a sponsorship agreement with mixed martial arts organization UFC making its Van Heusen brand the official men's dress sponsor of the league. The brand will receive exposure at UFC events and on its website. In addition, the brand is preparing a new advertising campaign tied to the sponsorship that will run in the US and Canada beginning Aug. 4. The television creative depicts UFC competitors TJ Dillashaw and Stephen Thompson engaged in a fight in an office setting while wearing Van Heusen clothing. The campaign will run through the end of the year, accompanied by digital advertising and in-store materials.

"Van Heusen has a history of firsts, and our partnership with UFC adds to that impressive list," said Ken Duane, CEO for heritage brands at PVH. "We were first to market with our innovative Flex collar and are eager to highlight our Flex collection in an authentic, surprising, and first-of-its-kind way. Tapping into the burgeoning popularity of MMA, as well as two of its premier athletes in TJ Dillashaw and Stephen Thompson, was hugely important to us as we look to reach the next generation of Van Heusen men."

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