By Barry Janoff
June 27, 2013: R.A. Dickey, who in 2012 rode his elusive knuckleball to become the National League Cy Young winner with the new York Mets before heading north of the border to pitch for the Toronto Blue Jays, is making the most of his surname by joining forces with global workwear maker Dickies.
Dickey has signed a deal to represent Dickies in multi-media marketing anchored by a theme that "celebrates workers from a variety of industries who put in an honest, hard day's work both on and off the job."
Financial terms of the alliance were not disclosed.
First at bat is a "Built To Work" contest on Facebook, in which visitors are being asked to upload an image or video revolving work themes. Among the categories: Daily Grind, Dad Made It Work, Kids Get It Done, Wear and Tear, Around the Clock Adventures in Home Improvement and Dickies Gets The Job Done.
Dickies is offering a chance to win purpose-built Dickies pants and a grand prize trip for two to a championship game this year. Dickies said that now through Sept. 29, its judges would select the best weekly winners "showing people rolling up their sleeves" and getting the job done.
Dickies Facebook fans will then vote for the grand prize winner from the pool of weekly winners Oct. 2-11, 2013. (Full details here.)
"He truly embodies the brand's mentality of hard work and dedication no matter the task at hand. That's definitely something our consumers can relate to."
The Dickies Built To Work contest is an extension of the brand's recently launched Built To Work ad campaign, which will run through the back-to-school and holiday seasons via print, Internet and at social media destinations.
"I'm a hands-on guy and have worn Dickies for years for all sorts of projects," Dickey said in a statement. "The clothes are comfortable, durable and help me get the job done right. I'm excited to work with them on the Built To Work program."
According to Matthew McCartin, head of marketing for Dickies, "Dickies and R.A. Dickey are a perfect match. He truly embodies the brand's mentality of hard work and dedication no matter the task at hand. That's definitely something our consumers can relate to, whether they're on or off the job."
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