Reflecting its ongoing message, “Our commitments reflect our passions,” Gant has enlisted Jean-Michel Cousteau and his Ocean Futures Society for a global spring ad campaign.
Part of a multimillion-dollar marketing initiative, the image campaign will debut in February in all 73 countries that carry Gant, the Swedish line known for its signature preppy look.
The print shots will feature Cousteau with his children, Celine and Fabien, on the water wearing looks from the Gant spring 2007 collection — and scuba gear thrown in for good measure.
“The Cousteau family is passionate about exploring and protecting the ocean,” Arthur Engel, chief executive officer of Gant AB, said in a statement. “Their dedication and admirable work through Ocean Futures Society represents an enthusiastic conviction and dynamic lifestyle that Gant shares.”
Gant declined to give an exact budget figure but said the campaign, which includes in-store promotions, would run in the multimillions of dollars. In lieu of paying Cousteau, Gant made a six-figure donation to Ocean Futures Society. The apparel firm is developing specialty items to reflect the images, though it does not plan to donate those proceeds to OFS. Gant will also insert the Cousteau portfolio in its consumer catalogue, of which it distributes about 2 million copies to retailers and customers worldwide.
Carrying on the legacy of his father, Jacques Cousteau, Gant’s new partner is the founder and president of his nonprofit marine, environmental and educational organization. His family’s active maritime lifestyle has been an inspiration to Gant, which has associated itself with coastal living and an active marine lifestyle, according to the company.
“I am very excited to work together with Gant on this project that also supports the Ocean Futures Society,” said Cousteau in a statement. “We share the same commitment and passion for an active water lifestyle and the ocean, which is such an integral part of our lives.”