Van Gils is sponsoring the KNVB and supporting the lion
With the FIFA World Cup in Brazil approaching, Van Gils has been named as the KNVB’s official tailor. The men's fashion brand has signed a three-year contract. Van Gils provides clothing for the Dutch National Team, the technical staff and the delegates. In addition, a special retail collection is available for any fans who want to support the Dutch team in style.
But how do you tell everyone in the Netherlands about this while the entire country is caught up in orange fever and every brand is trying to associate itself with the Dutch National Team?
The advertising agency SSSS & Orchestra was set the task of answering this question. With their campaign they were able to remain true to the brand’s authenticity. And a far cry from the vuvuzelas, streamers, wigs and other nonsense.
With its No Stitch, No Story theme Van Gils stands for real men with real stories. Clothes make the man, but so do stories. In Kevin Richardson we found a man with a story for the KNVB campaign. With his help Van Gils put a stylish spin on the sponsorship.
Kevin Richardson has been working with wild lions for many years. He calls them, hugs them and even puts on his Van Gils suit to play football with them. But above all he takes care of them. With Kevin Richardson as a Van Gils ambassador, Van Gils is not just the “proud tailor” of the KNVB but also a “supporter” of wild lions. Van Gils supports wild lions and will donate 50 euros from each KNVB suit to the Kevin Richardson Wildlife Sanctuary, that works hard to ensure the welfare of wild lions.
Ramon Stalenhoef, Creative Director SSSS & Orchestra: "Van Gils is sponsoring the KNVB, but at the same time they won't be leaving the lion out in the cold. The lion is our national symbol and stands for courage. With the lion on our side we can stand strong together. But the lion is in danger. As a result of barbaric hunting practices and illegal trade, amongst other things, the wild lion population is in sharp decline. It is stylish that Van Gils has linked the sponsorship of the KNVB to the welfare of the wild lion. And no one can tell this story better than Kevin Richardson. He embodies the Van Gils motto of No Stitch, No Story".
"Van Gils believes that the right clothing gives men the confidence to get the most out of life, and Kevin doesn't just do that for himself, but he also does it for the lions", says Robert Meijer, CEO of Van Gils.
In an age where we are bombarded with orange premiums and unfashionable shirts, caps and other unflattering headgear, Van Gils offers a stylish alternative. With the wide range of clothing in the Van Gils KNVB collection you have plenty to choose from so you can confidently support the Dutch Team in style. The KNVB collection is for sale from the web shop, in various branches of de Bijenkorf and in Van Gils brand stores.
Commercial director Jean-Paul Decossaux from the KNVB about the collaboration: "Van Gils are known for their expertise and quality. Van Gils' success as a Dutch fashion label on an international level was a big attraction for the KNVB and fits the performance of the Dutch National Team."
The campaign will be deployed using online media, newspapers, magazines and PR. The centrepiece of the campaign is a viral video, in a long and a short version, in which Kevin Richardson, as a Van Gils ambassador, tells the story of how the sponsorship and the plight of wild lions are related. We see Kevin Richardson, a man with a mission, dressed stylishly in a Van Gils suit and with more confidence than ever before. And the grand finale; a game of football with three wild lions. That is how you make sponsorship "a whole different ballgame".