1. AMERICAN GIANT
“don’t get comfortable.”

2. 1
THE CLIENT
HOODIES. SWEATS. TEES. TANKS.
American Giant is purely an online venture that
focuses on ELIMINATING THE EXTRA LAYERS -
getting rid of the big advertising budget, fancy retail
stores, and traditional marketing and selling
strategy. Why? To limit unnecessary expenditures
experienced by its American clientele.
Founder Bayard Winthrop started up American Giant
in 2012 to break the current retail trend of poorly
made basic-wear from outside the U.S.A. With U.S.-
made products of ultra-high quality, AG focuses on
creating and strengthening the connection between
consumers and the products they use every day and
the people who make them.
The brand is about items of clothing AS TOUGH AS
THE PERSON WEARING IT. It is the rebirth of
American ingenuity and the beginning of the
malcontents – of striving TO SATISFY A
GENERATION THAT IS NEVER SATISFIED.

3. 2
THE AUDIENCE
Hard work. Extra effort. Achieving the American Dream.
American Giant initially focused on 30+ men. It has since expanded to provide the durable,
the tough, the best products for women as well.
How it’s made. How it fits. The quality. The price. This is what is important to American
Giant’s audience.
It is for the established generation, the locals that continue to strive toward creating,
maintaining, and exceeding the best. It’s not about the all-American. It’s about those always
pushing to achieve the dream. For the laborers, for the grinders, for the burden-bearers.
These are people who are in the workforce or working to get there.
This is the denim audience. They are looking for something for the every day, for any
situation, for the active, gritty lifestyle. They have settled lives, but they aren’t settled.

4. For the durable.
For the tough.
For the giant.
THERE IS A GIANT INSIDE OF EVERYONE.
3
CORE
MESSAGES
These are products as tough as the person
wearing them.
American Giant is always striving to satisfy the
generation that is never satisfied.
Those who wear American Giant apparel are
durable, tough, giants.
American Giant will work as hard as the people
that work hard to move this world forward, to
keep this country great, to change lives for the
better.

5. American Giant has designed a hoodie that can’t be killed.
4
TONE &
PERSONALITY
HARD
INDUSTRIAL
RUSTIC
HARD-
WON
SOLID
TOUGH

6. “for us, good enough is the enemy of great.” 5
CHANNEL MAP
Expand channels.
American Giant is great at reposting, retweeting, showcasing where it is mentioned and
the recommendations about the apparel. There are beautiful ads on Instagram and
Facebook, the apparel is popular in magazines like GQ. Take that further and open up
content to the users.
The images American Giant creates are sleek, clean, simple. Take to Tumblr – a
platform geared toward the visual audience. American Giant is an action-packed brand
for the audience in motion. Let people recycle those images, as high-quality as the
products – from Flickr, Instagram.

7. “we cut no corners. we did this the hard way. we do things the right way.”
THE SOUND
- Industrial ("loud pipes," ratatat)
- Solid ("finally moving," pretty lights)
- Rough ("fortune days," the glitch mob
THE FEEL
- Known for burnt orange color. Use
for bigger, bolder ideas.
- Basic colors with mild variations.
From blue to navy. Red to burnt
orange. Grays. Whites.
- Natural prints and textures. Wood,
steel, linen.
- Simple backgrounds. Not too
busy. Clean. Simple.
- Sewn right here. Bare hands.
Skin. Knuckles. Forearms.
6
LOOK & FEEL
hard
rustic
industrial
THE LOOK

8. “for us, good enough is the enemy of great.”
USER STORIES
Let people see the quality, the strength, the durability in action.
For all that American Giant focuses on the people, there isn’t much
content about those people. Showcase the audience. Highlight the
achievements and the challenges overcome. Post user-generated
content, videos. Hone those down into professional media, compiled
by American Giant to showcase the greatest giants. Allow people to
strive to become one of those giants – an American Giant.
You can do more than just say that achievements are hard-won.
You can show how the people have achieved their goals. Shatter
the delineation between the clothing worn and the person wearing it.
Make it a partnership. Make it bout how one allows for the other to
be great, to demonstrate strength.
7
ANCHOR
CONTENT
CREATE THE ACTION
Keep the apparel – and the brand – in motion.
Don’t just record. Don’t just watch. Don’t let the world pass you by.
Create the action.
Host a run. American Giant is not a runway type of brand. It has a
different type of catwalk. It’s the road, the field, the factory. Film that.
Photograph that. Broadcast the audio like an old baseball game.
Break the barriers between actions. Host a race, a group drive, a sprint
- not where one might typically think of either. Take to the corn fields, to
the warehouses, to the backyards. Make it open, but exclusive. For
the locals. Take it to the extreme. In the heat. In the cold. In the
desert. In the ocean.

9. “a cotton set of armor”
LOCAL GIANTS
Showcase local heroes, like a community spotlight.
Recognize the unsung. Put into practice the idea
that there is a giant in everyone – everywhere.
8
LIGHTWEIGHT/
SOCIAL
CONTENT
ON THE SHOULDERS OF GIANTS
Even the giants look up to someone.
American Giant has partnered with celebrities, sports
stars. Rather than just showcasing their abilities, allow
them to honor their mentors, teachers, idols.
What: User-generated contest. Cotton armor for the local hero. Have
people send in photos, videos, narratives of who their humble giant is.
Who: The community is the audience. The giant is the local hero.
When: When the contest closes, the giant is recognized – on the site, on
social media platforms, to the American Giant nation.
What: A sports star – an interview, old home videos, quotes from the
giant he/she looks up to.
Who: A loved one, a coach, an idol, a place. The giant here is not the
celebrity, but whoever and whatever it is that helped them become a giant
too.
Where: This can be showcased across all platforms.

10. 9
PAID PLAN
“I liked the image of the humble giant
with its sense of power and optimism. I
think America's best days are ahead of
us, so it felt right to me.”
- Bayard Winthrop
SEARCH PRE- & RE-TARGETING
Focuses on audiences by demographics
and search/purchase behaviors. This is
active, casual, and comfortable wear.
Hone in on the audiences previously and
currently searching for similar items.
Allow the brand to draw them in.
SPONSORED ADS/CONTENT
Promote ads and tweets on social media
platforms. With such visceral images and
popular idols showcased in visual ads
with great quotes, American Giant’s
content is incredibly shareable. Get that
content out there and watch it move
through platforms, newsfeeds, to
different audiences.

11. MONITORING
- Track mentions,
year-to-year sales,
competitor articles
- Create a
manageable scale
- Analyze
10
MEASUREMEN
T PLAN
MEASURING
- Public opinion
- Media reporting on events,
individual campaigns
- Target group awareness
- Analyze