Poking Average in the Eye

  • Content Marketing and Distribution,
  • Digital Marketing,
  • Experiential Marketing,
  • Influencer Engagement,
  • Media Relations,

Duluth Trading Company

Duluth Trading Co. Creates functional, quality workwear and gear for hardworking men and women. It also competes against category heavyweights Carhartt, Lands' End and Cabela's. So, how did we help a fast-growing specialty retailer break through the clutter? With wide-reaching, relevant, standout ideas.

Inspired by die-hard fans of Duluth’s Buck Naked underwear, a surprisingly frank and hilariously shareable survey uncovered men’s views about underwear.

We invoked a little friendly intercity rivalry with the Top Ten Flannel Cities in America competition.

Exponent introduced the brand to additional markets and helped open new stores with flannel ribbon cuttings.

Belief-Building Success

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Secured media placements including the New York Times, Wall Street Journal, Good Morning America and Time.
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Generated sustained double-digit year-over-year growth each quarter.