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DICKIES® DEBUTS NEW "874® VERSUS" INTEGRATED MARKETING CAMPAIGN
Iconic work brand connects to customers through flagship Dickies Original 874® Work Pant.

FORT WORTH, TEXAS (July 26, 2010) - Dickies®, the leading global work wear brand, today announced the launch of its first advertising campaign with agency of record Goodby, Silverstein & Partners (GSP). Titled "874® Versus," the campaign showcases the strength, versatility and enduring spirit of the Dickies brand and its flagship product, the Original 874® Work Pant. "874 Versus" debuts as a series of Web films available for viewing at 874.dickies.com as well as on YouTube. The first three web films in the series are currently available, with remaining videos introduced over the next two months. The films are part of the company's comprehensive integrated marketing campaign that includes a focus on traditional, digital and social media channels as well as experiential and public relations initiatives. Elements will be launched at strategic points in time through the end of the year to sustain a constant dialogue with consumers.

Underscored by the campaign tagline "Earn Them™," the 874 Versus campaign illustrates the hardworking legacy of the 874 through a diverse series of tough tests and everyday uses. The campaign addresses the brand's heritage, iconic 874 work pants and diverse communities of consumers who wear them day in and day out.

"The Dickies brand is steeped in pride and authenticity, it's real and no nonsense. For nearly 90 years, we've been meeting the demands of people who need a good, tough, reliable pair of pants to get them through the day," said Tad Uchtman, Senior Vice President of Marketing, Merchandising and Licensing at Dickies. "Our consumers are extremely loyal because they know we'll always be true to our roots."

"We challenged Goodby, Silverstein & Partners to create a unique campaign that acknowledges the ethos of our brand and honors the diversity of our consumer base. These are people who work hard, often under the radar, but with earnest dedication and heartfelt passion," added Uchtman. "GSP has exceeded our expectations."

Since 1922, Dickies has remained diligently focused on producing innovative, durable work wear offered at an unmatched value. From khaki twill work pants in the '20s to more than nine million army uniforms in WWII to the 874, real work wear has been the privately-owned company's mainstay category.

In-depth insights mined over a two year period revealed strong consumer affinity for the Dickies brand and a desire to deepen their relationship with it, the company, its products and heritage. The comprehensive research substantiated Dickies' need to elevate their marketing communications. As a result, the company conducted an extensive agency review and ultimately selected GSP as their first creative advertising agency of record last fall.

"Dickies is a truly iconic American brand. We are thrilled to be working with them," said Rich Silverstein, Co-Chairman, Creative Director for Goodby, Silverstein & Partners. "Work wear is very trendy today, but Dickies has been providing people with the toughest clothes for work for almost 90 years. Our challenge was to find the simplest and most honest way to tell that story."

Media planning and buying for the campaign was also handled by GSP, focusing on targeted, strategic media placement of the campaign assets in order to most efficiently reach Dickies consumers and prospective customers.

Renowned Commercial Director Dante Ariola spearheaded the video and television shoots. Ariola's directing expertise and artistic inspiration have garnered him virtually every major industry recognition in advertising, from Clios to Cannes awards to the prestigious Directors Guild of America honor. Currently in preproduction for a major feature film, Ariola's distinctive, textured style was a perfect fit for the Dickies campaign.

Award-Winning Commercial and Editorial Photographer Scott Pommier captured the print images. As a premiere skateboarding photographer and avid motorcycle enthusiast, Pommier's unmistakable personal style engages viewers in his work with a refreshing authenticity and nostalgia; traits that mirror the Dickies brand itself.

The Original 874® Work Pant is a tool embraced by independent and passionate workers from all walks of life. As a result, the 874 has evolved to 28 variants, including washed fabrics, distressed and pigment dyes; and has inspired a franchise of work wear including work shirts, slim and skinny fits, cutoffs, women's and kids' versions, and more.

"As a brand, we've always been committed to representing workers and serving as a vital part of their lives. Our consumers have taught us that 'work' is a broad term meaning different things to different people, all of whom seek genuine, honest, reliable clothes for whatever life dishes out," added Uchtman. "Dickies always has and will be there to meet that need, without fail or pretense."

ABOUT DICKIES
Dickies® is the leading global brand of innovative and trusted work wear. The brand has an unwavering commitment and proud heritage of providing tough, quality clothing to workers for more than 88 years. The Dickies brand has grown from bib overalls to World War II U.S. military uniforms to its iconic Original 874® Work Pant to footwear and much more. Embraced by workers everywhere, Dickies is defined by the people who wear our apparel--independent, no nonsense and a little rough around the edges. As the signature brand in the portfolio owned by Williamson-Dickie Mfg Co., Dickies products are available in more than 60 countries worldwide. For more about Dickies, visit dickies.com.

ABOUT GOODBY, SILVERSTEIN & PARTNERS
Goodby, Silverstein & Partners, a unit of the Omnicom Group, is one of the world's most respected and most awarded advertising agencies. Founded in 1983, the company is based in San Francisco and has over 500 employees serving a broad array of national and international accounts, including Hewlett-Packard, Frito-Lay, Häagen-Dazs, CMPB ("got milk?"), Adobe, Sprint, NBA, and many others. For more information on GS&P, please visit goodbysilverstein.com.

Michael McGee
2009 DICKIES AMERICAN WORKER OF THE YEAR® WINS $1 MILLION AT DICKIES 500
Teacher and horse trainer Michael McGee becomes millionaire thanks to Kurt Busch

FORT WORTH, TEXAS (Nov 8, 2009) - Dickies®, the innovative work and lifestyle apparel brand, awarded Michael McGee $1,000,000 for randomly selecting the Dickies 500 champion, part of his prize package as the winner of the 17th annual Dickies American Worker of the Year® contest.

McGee, an agricultural teacher and horse training business owner from Broken Bow, Okla., has had a whirlwind week since being named Dickies American Worker of the Year on Friday, Oct. 30 at the Professional Bull Riders (PBR) World Finals in Las Vegas. He was awarded a hefty paycheck in Victory Lane at Texas Motor Speedway on Sunday by Kurt Busch, after he randomly selected the driver to win the race. As part of the Dickies American Worker of the Year grand prize package, McGee received $50,000 and an all-access, VIP trip for two to the Dickies 500, with a chance to upgrade his $50,000 for $1,000,000. McGee was given the opportunity to randomly select one of the top 12 Race for the Chase drivers to win the Dickies 500 at a press conference in his honor. McGee made the lucky driver choice and now he's going home with $1,000,000.

"I can't believe this is happening. It was amazing to win the title of American Worker of the Year, and now this! At my age, it's truly an honor to be recognized for my hard work and achievements from a respected company like Dickies," said Michael McGee. "I hope I can inspire other people to work hard and never give up."

On Saturday, McGee randomly chose Kurt Busch as the potential winner of the Dickies 500 and he's $1 million richer because of it. Kurt Busch personally handed McGee his check in Victory Lane, but McGee wasn't the only one who walked away with a large paycheck. Kurt Busch took home the largest purse in the 10-race chase for the NASCAR Sprint Cup™ and the third largest of the NASCAR season.

"We are excited and honored to award $1,000,000 to our American Worker of the Year for the first time in the promotion's history," said Misty Otto, public relations director for Dickies. "We hope Michael's winnings will help him continue to achieve his dreams and inspire others, and we know we'll continue to see great accomplishments from him."

At the young age of 25, McGee has accomplished quite a lot. The high school valedictorian put himself through college, and at the young age of 23, McGee purchased his first home and a 41-acre farm. He is a full-time agricultural teacher for 200 students, where he spends many nights, weekends and summers supporting the school's agricultural program. McGee also owns a successful horse training business. He is a passionate outdoorsman and wildlife enthusiast full of drive and ambition. He loves teaching because it allows him to help his students realize their full potential and achieve their dreams.


Read more about Michael




Dickies® Appoints Goodby, Silverstein & Partners As First Ever Full-Service
Advertising Agency of Record.

World class practice will propel the iconic American brand's image into 2010.

FORT WORTH, TEXAS (October 13, 2009) - Dickies, the innovative work and lifestyle apparel brand, today announced legendary firm Goodby, Silverstein & Partners (GS&P) as its first ever full-service advertising agency of record. The agency will work collaboratively with Dickies to develop distinctive, lasting marketing campaigns beginning in 2010. The announcement is a hallmark in the brand's 87-year history, marking the first time the company will utilize an agency to provide expert creative guidance. GS&P will also provide strategic media planning, production, digital marketing, e-commerce and account management support.

After an extensive ten-month search process, GS&P was selected from more than 50 leading agencies because of their keen grasp of the Dickies brand and the importance of its esteemed heritage. The award-winning agency, known for such classic works as the “Got Milk?“ and Budweiser Frogs campaigns, previously developed work for Nike and also represents Hewlett-Packard, Frito-Lay, Sprint, Nintendo Wii, Häagen-Dazs, Quaker, and the NBA, among other renowned brands. Initial Dickies brand work from GS&P is expected to run in the second half of 2010. Omnicom sister agency BBDO will support the brand's international advertising efforts.

The Dickies brand has moved beyond its workwear heritage to appeal to individuals with an independent spirit and uncomplicated sense of style," said Tad Uchtman, senior vice president of marketing, merchandising and licensing for Dickies. We are confident that GS&P will help bring our brand vision to life as we continue to build a world class consumer-focused organization."

Dickies has conducted thorough consumer research over the past several years in order to better understand the brand's reach across the apparel and accessories industry. Findings have demonstrated that the Dickies brand is sought out by a broad spectrum of consumers because of the durability, quality, value and innovation inherent in each piece of Dickies apparel. The breadth of product offerings plus the company's no-nonsense, unpretentious image appeals to customers from the typical American working hero to cubicle workers and fashion trendsetters. As a result, demand for Dickies crosses generational and socio-economic boundaries, whether found in the closet of a musician, construction worker, nurse, college student or weekend warrior, to name a few.

Historically, Dickies has managed creative advertising in-house, developing memorable and targeted efforts like the long-running "Legend In Work" and current "Wear With Purpose" brand campaigns. The announcement allows Dickies' in-house creative art department to focus more strategically on the company's retail marketing goals for the future.

Dickies chose to align with one of the strongest, industry-leading advertising agencies in order to best communicate their unparalleled position within the marketplace as the brand expands globally to reach a broadening consumer base ranging from work to after work apparel customers.

"We could not be more excited to work with Dickies," said Rich Silverstein, co-chairman of Goodby, Silverstein & Partners. "It's not very often that you are provided the opportunity to work with an 87-year-old company. Dickies' values of hard work, toughness and pride sync nicely with our own."

In addition to their new partnership with GS&P, Dickies also works with several other industry-leading agencies for their various marketing needs. Edelman serves as the company's public relations agency of record; Norm Marshall & Associates supports the brand's product placement and celebrity seeding efforts; Hornall Anderson provides brand strategy and guidelines; Landor develops package design; and Millward Brown supplies strategic market research.

Terms of the new agreement were not disclosed. Jones Lundin Beals, Inc. consulted with Dickies on the agency search process. Dickies previously worked with Mullen for media planning and buying.


ABOUT DICKIES
The Dickies brand has a strong and proud heritage of providing tough, quality clothing to American workers for more than 87 years. Over that time, the company has grown from the U.S. Bib Overall Company in 1922 to the Williamson-Dickie Manufacturing Company. From overalls to World War II U.S. military uniforms to its iconic Original 874 work pant and much more, Dickies is the global leader in innovative work apparel while also meeting consumer needs for quality after work clothing at a great value. The Dickies portfolio of apparel includes men's and women's work pants, shorts, shirts, denim, outerwear, school wear and an extensive licensing program, all backed by a lifetime guarantee. The company operates through subsidiaries in North America, Canada and Europe as well as exclusive distributorship around the world. For more information on the uncomplicated style of Dickies, visit www.dickies.com.

ABOUT GOODBY, SILVERSTEIN & PARTNERS
Goodby, Silverstein & Partners, a unit of the Omnicom Group, is one of the worlds most respected and most awarded advertising agencies. Founded in 1983, the company is based in San Francisco and has over 500 employees serving a broad array of national and international accounts, including Hewlett-Packard, Frito-Lay, Häagen-Dazs, CMPB ('got milk?'), Adobe, Sprint, NBA, and many others. For more information on GS&P, please visit www.goodbysilverstein.com.

ABOUT BBDO WORLDWIDE
BBDO's mantra is "The Work. The Work. The Work." In 2009, BBDO was named Network of the Year at Cannes for the third year in a row, and is both the world's most awarded agency network according to The Gunn Report, and the most awarded global agency network across all marketing communications discipline in The Big Won Report. It is also Campaign Magazine's Advertising Network of the Year. BBDO is a member of Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com).

ABOUT OMNICOM GROUP, INC.
Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com) is a leading global marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.

ABOUT JONES LUNDIN BEALS, INC.
Established in 1973, Jones Lundin Beals, Inc. is a global consultancy whose mission is to help its clients maximize the productivity and value of their marketing agency relationships. Core services include agency search and selection, agency compensation, and agency performance management. Jones Lundin Beals is based in Chicago with an office in New York and affiliate offices in London, Beijing, Mumbai, and Singapore. For more information, please visit www.jlbeals.com.
The Dickies Mobile Interactive Unit - On the Road

Dickies® is bringing its no-nonsense attitude and authenticity to a variety of board sports events and music festivals through its newly unveiled mobile interactive unit. Unleash the real you and stop by Dickies airbrush tattoo parlor, pose in front of the green screen as a crowd-surfing superstar or try your hand at the gaming stations. Before you duck out, visit Dickies Hall of Fame which includes gear signed by artists who have played stages all over the world and rocked out with the best of them. The interactive unit will be onsite this summer at the Dew Tour, at several Vans Warped Tour locations, Wakarusa, All Good Fest, Brews and Blues Fest and more.

See some of the action below!


 

Dickies International Sites