CARHARTT’S FALL CAMPAIGN FEATURING RAIN DEFENDER^® ENABLES WORKERS TO FOCUS ON THE WORK RATHER THAN THE FORECAST

“Our consumers work in unpredictable elements and they depend on durable gear to get the job done,” said Tony Ambroza, senior vice president of marketing at Carhartt. “Often, there just isn’t time to run back to the truck or the barn to grab a rain jacket when wet weather rolls in. Wearing gear with Rain Defender^® technology built in allows our consumers to keep working while staying warm and dry.”

Carhartt’s durable water repellent Rain Defender^® gear includes Quick Duck^® jackets, vests and bibs, Carhartt’s Shoreline and Force Equator outerwear, bibs and pants and Carhartt’s Rain Defender^® equipped sweatshirts – zip-front, hoodie, mock or crewneck styles. Several gear and tool bags come equipped to protect against the rain as well.

Michigan-based Carhartt traveled to the rainy and rugged region of Washington State to capture hardworking Americans out in the elements getting their tough job done. The commercial authentically captures arborists, dock workers, farmers, and ranchers, to name a few – as they work in the Pacific Northwest’s harshest weather conditions while wearing Rain Defender^®.

“What we found along the way is, hardworking men and women trust their Carhartt, not their local weather forecast,” Ambroza further adds. “Having gear that protects against even the harshest weather conditions is just as important to them as their work truck, tool belt, hard hat, etcetera – they want to be prepared for whatever Mother Nature throws at them.”

The campaign, created by Carhartt’s Creative Director, Brian Bennett together with Director Douglas Avery of Furlined, targets hard-working men who work in traditional blue collar industries. The campaign will run primarily across national sports and outdoor programming networks with increased digital support on social media and sports web sites.

Rain Defender^® durable water-repellent finish makes garments rain, mist and snow resistant. Moisture beads up and rolls off to keep you drier and on the job longer. And it’s tough, too. Rain Defender^® retains 70 percent strength even after 20 washings. Carhartt’s Rain Defender^® product offering is available for purchase at Carhartt.com and in over 2,300 retailers across the U.S. and Canada.

• Carhartt Credits:
• Company: Carhartt Creative Department
• Creative Director: Brian Bennett
• Copywriter: Brian Bennett, Mike Byrne, John Wargo
• Art Director: Ron Harper
• Producer: Randy Meza

• Furlined Credits:
• Production Company: Furlined
• Director: Douglas Avery
• President: Diane McArter
• Senior Executive Producer: David Thorne
• Producer: Greg Haggart
• DP: Max Goldman
• Editor: Nicholas Wayman-Harris
• Editorial House: Union Editorial LA

About Carhartt, Inc.
Established in 1889, Carhartt is a global premium work wear brand with a rich heritage of developing rugged apparel for workers on and off the job. Headquartered in Dearborn, Mich., with approximately 4,400 employees worldwide, Carhartt is family-owned and managed by the descendants of the company‘s founder, Hamilton Carhartt. For more information, visit www.carhartt.com.

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Contacts:

Lindy Mueller
Carhartt
(313) 749-6588
[email protected]

Tim Gilman
The Brand AMP
(562) 719-2140
[email protected]