PacSun has brought together 12 of the top action sports brands for a one-of-a-kind multi media campaign under the banner “Dress Irresponsibly.” The campaign launching April 12 features the top action sports athletes, musicians and artists in the world including Rob Machado, Bucky Lasek, Chris Pfanner, Ryan Dungey, IamOMNI and Jeff McMillan.
The brands include Hurley, RVCA, Fox Racing, Volcom, Quiksilver, Roxy, DC, O'Neill, Billabong and Element.
Directed by director So Me of Ed Banger fame, the Dress Irresponsibly TV commercials feature a mix of its Summer and Back to School styles in an action-filled montage set to the Frank Sinatra classic, “Call Me Irresponsible.”
“This multi-faceted campaign is a first for PacSun and for the action sports industry,” said Gary Schoenfeld, Chief Executive Officer, PacSun. “The juxtaposition of 20 action sports athletes representing the best skate, surf and motocross brands combined with the unsurpassed style of Frank Sinatra speaks to the unique sense of style and individuality that is the cornerstone of action sports and our brand PacSun.”
“By showcasing the best brands across TV, print and digital media, we are furthering PacSun's 30-year leadership position with our core enthusiasts and at the same time bringing in new customers to our world of authentic California lifestyle,” he added. “Dress irresponsibly is about enjoying life, friends and embracing one's own sense of style.”
Additionally, fans of PacSun will be able to check out exclusive behind-the-scenes footage from the campaign shoot and will be invited to participate in special PacSun “Style Challenges” on Facebook. The challenges ask fans to show off how they rock their most unique creative looks for rewards in store and online.
