RW&Co.’s superhero suits

The retailer brings back P.K. Subban for a Hollywood-style campaign focused on a new athletic fit.


RW&Co. is continuing its push around its suit offerings with a new campaign featuring hockey star P.K. Subban.

To launch its new athletic fit, the brand enlisted the Montreal Canadiens player, signed as an ambassador last year, for a short online film, directed by Jimmi Francoeur from Jet Films, showing the star as a James Bond-like hero.

The spot was based around the idea that a well-fitted suit helps you feel like a superhero, says Rita McAdam, VP of marketing and visual presentation for RW&Co.

The retailer’s first campaign with Subban launched in the fall and featured his family members, including his brother Jordan of the Vancouver Canucks, Boston Bruins goalie Malcolm and father Karl. Though that was successful, customer feedback showed the desire for a suit cut for a more athletic body type, McAdam says.

RW has offered men’s clothing for 16 years but began its first major push around both men’s and women’s suiting last year, after consumer research showed many young people didn’t have a good resource for affordable workwear. Since then, it’s seen double-digit sales growth for men’s suits in particular, she says.

Now, it’s working on expanding its offerings to cater to more shapes and sizes, including with the new athletic fit.

The video will run on RW&Co.’s social channels, on YouTube and on Facebook as part of its overall Spring 2016 digital campaign. A behind-the-scenes bonus feature is also running on RW&Co.’s website.

The retailer is also working to position itself with the Montreal Canadiens, including being featured on its website and in its magazine.

OMD handles media for RW&Co.