Calvin Klein Underwear introduces a newly branded microsite—xmarkyourspot.com—an exclusive online destination for new mini-films featuring American actors Kellan Lutz and Mehcad Brooks, Spanish tennis star Fernando Verdasco, and Japanese soccer player Hidetoshi Nakata.
![CKX_logo_lockup]()
Kellan Lutz
The campaign coincides with the arrival of the new Calvin Klein X Underwear, which comes in two modern fabrications for ultimate comfort and fit—cotton modal and microfiber.
Modal provides softness and luster, while cotton allows for comfort and breathability. Microfiber is an ultra-luxe premium fabrication.
![CKX_logo_lockup]()
Fernando Verdasco
Both have stretch for ease of movement and styles are distinguished with colored, microfiber logo waistbands—cotton features a blue logo, microfiber in red.
Each is overlaid with a distinctive center front gray patch with an embossed “X” over the signature Calvin Klein logo in bold proportions for maximum impact.
![CKX_logo_lockup]()
Mehcad Brooks
The campaign was shot in New York by fashion photographer Mikael Jansson. Digital films were produced by Darius Khondji.
The multi-media campaign was conceived and executed by Trey Laird and Laird & Partners in collaboration with digital agency Syrup.
Print ads will break globally in magazines and impact imagery will also be featured in a global outdoor advertising program spanning key sites in markets across the Americas, Europe, Japan, and Asia.
![CKX_logo_lockup]()
Hidetoshi Nakata
In the Philippines, Calvin Klein Underwear is exclusively distributed by Stores Specialists, Inc. (SSI) and is available at Greenbelt 5, the Power Plant Mall, Shangri-La Plaza, Bonifacio High Street, The Podium, Trinoma, Rustan’s Makati, Mall of Asia, 158 Designer’s Boulevard Alabang Town Center, Robinson’s Place Midtown, and Rustan’s Cebu.
http://www.xmarkyourspot.com
Kellan Lutz
The campaign coincides with the arrival of the new Calvin Klein X Underwear, which comes in two modern fabrications for ultimate comfort and fit—cotton modal and microfiber.
Modal provides softness and luster, while cotton allows for comfort and breathability. Microfiber is an ultra-luxe premium fabrication.
Fernando Verdasco
Both have stretch for ease of movement and styles are distinguished with colored, microfiber logo waistbands—cotton features a blue logo, microfiber in red.
Each is overlaid with a distinctive center front gray patch with an embossed “X” over the signature Calvin Klein logo in bold proportions for maximum impact.
Mehcad Brooks
The campaign was shot in New York by fashion photographer Mikael Jansson. Digital films were produced by Darius Khondji.
The multi-media campaign was conceived and executed by Trey Laird and Laird & Partners in collaboration with digital agency Syrup.
Print ads will break globally in magazines and impact imagery will also be featured in a global outdoor advertising program spanning key sites in markets across the Americas, Europe, Japan, and Asia.
Hidetoshi Nakata
In the Philippines, Calvin Klein Underwear is exclusively distributed by Stores Specialists, Inc. (SSI) and is available at Greenbelt 5, the Power Plant Mall, Shangri-La Plaza, Bonifacio High Street, The Podium, Trinoma, Rustan’s Makati, Mall of Asia, 158 Designer’s Boulevard Alabang Town Center, Robinson’s Place Midtown, and Rustan’s Cebu.
http://www.xmarkyourspot.com