Q: how do you shift a perception from ‘for my dad’ to better align to the new product offering and vision?
A: up the brand desirability (magnetism) and educate on product fit, quality and design (the science)
Established in 2014, Johnny Bigg has since (accidentally) aged up. Creating sharp outfitting for XL–10XL guys, it had an opportunity to grab the attention of the XL–3XL guys who didn’t think it was for them — and the 18–28 year olds who thought it was for their dad. An extensive repositioning, new platform, brand world and sharper fit messaging is helping show guys that the possibilities they want in wardrobes — and in life — sit with Johnny Bigg.
For 2025–26, the work expanded globally, with campaigns shot across Tokyo, Melbourne, Dubai, Sydney, Paris and Lisbon, bringing the refreshed platform to life, led by some of the coolest men on the planet.
