American Eagle Outfitters is launching another viral marketing campaign, this time with a funny focus on the fight against the body shaming of men.
The retailer is kicking off its #AerieMAN campaign, featuring a mix of quirky male characters of different sizes and personalities sharing "real life" stories in their skivvies. American Eagle's Skinny Skinny Jean and American Beagle Outfitters campaigns were huge successes in 2013 and 2014. Now thebrand is focused on raising awareness around body diversity.
"We aren't afraid of being bold in how we engage our customers, whether through a video that makes you think twice, or challenging the norm in how a brand markets to men," comments Chad Kessler, American Eagle Outfitters Global Brand President. "We are an all-inclusive brand and we know our male customers respond to humor. We look forward to continuing to innovate and evolve the American Eagle Outfitters product offerings."
In addition to making the pledge to eliminate retouching its male models in its underwear and swim images, American Eagle Outfitters has donated $25,000 to the National Eating Disorders Association, a non-profit that supports those affected by eating disorders and an ongoing partner with Aerie.
American Eagle Outfittersoperates more than 1,000 stores in the United States, Canada, Mexico, China, Hong Kong and the United Kingdom, and ships to 81 countries worldwide through its websites.