Discovery Consumer Products, the licensing arm of Discovery Communications (DCI), and Uniqlo, a brand of Fast Retailing Co., Ltd., collaborated on a brand new collection of unisex youth T-shirts embodying Discovery Channel’s spirit of curiosity.
This marks the first global partnership between Uniqlo and Discovery Consumer Products and is supported with a comprehensive, worldwide digital marketing campaign, in-store promotion, and cross promotion between the two brands.
The T-shirts are available online at Uniqlo.com and at Uniqlo retail locations in Australia, China, Japan, Hong Kong, Malaysia, Philippines, Singapore, South Korea, Taiwan, Thailand, Canada, the US, Europe and Russia, beginning this month.
“Uniqlo is recognized for their out-of-the-box approach to fashion and their highly creative and innovative designs make them a perfect fit for the adventurous nature of the Discovery Channel brand,” said Leigh Anne Brodsky, executive vice president, Discovery Global Enterprises, DCI. “Its unique UT approach brings Discovery’s mission of inspiring curiosity that will appeal to girls and boys as well as their parents.”
The new collection introduces a line of Discovery Channel-branded unisex youth shirts spanning the genres that spur curiosity like animals, space, and dinosaurs.
The marketing campaign supporting the new Discovery Channel collection is tailored specifically to reach a global, family-focused audience. Stop motion videos and animated GIFs also featuring a dance music soundtrack will be distributed on popular social media platforms reaching parents across the world including Facebook, Line in Japan, and WeChat in China. In Malaysia, Children and adults will be transported and immersed in time, space and story with the latest experiences from Discovery Virtual Reality (VR). DCI will also drive awareness around the line on their platforms and there will be in-store support and promotion on Uniqlo.com.
The Uniqlo Discovery Channel UT is available from P390.