ITB Casts and Secures Inspiring Talent for DXL’s 2017 Fall/Holiday Campaign

ITB worked alongside London-based creative agency Assembly on the 2017 Fall Holiday Campaign for (marking the onset of a new era for the brand) US specialty men’s ‘Big and Tall’ apparel and accessories retailer, DXL.''

The 'Time to XL' campaign is a celebration of impressive XL individuals who represent a diversity of physiques and talents, from sport to style to music.

The campaign is helping to change the conversation around men’s XL style, encouraging men to feel empowered by looking good in what they wear regardless of their size.

For the campaign, ITB cast and secured five-time platinum producer DJ Khaled, ten-time all-star baseball legend David Ortiz, fashion blogger Kelvin Davis, country singer and ‘Voice’ winner Jason “Sundance” Head, and former professional ice hockey player Hal Gill.

In addition to the campaign talent, ITB also engaged a host of Social Media Influencers to support the campaign on social media.

The tribe of influencers were carefully chosen to authentically align with the style, confidence and individuality of the 'XL family', producing inspirational content centred around the #XLStyle mantra on Instagram, Facebook and Twitter.

Included in tribe are influencers with power voices in the XL community such as Zach Miko, The Chubstr, Rob Robinson, The Big Fashion Guy, Mike Rashid, Corbin Chamberlin, Marv Neal, The Prepster, Matthew Simko and Timothy Snell.

To celebrate the launch of the campaign and the #XLstyle influencer program, an event was held in Los Angeles to bring together some of the key influencers and the impressive talent who featured in the above-the-line campaign, including DJ Khaled, David Ortiz, Kelvin Davis and Sundance. The event was hugely successful in promoting the project and fostering a sense of community and brotherhood amongst the #XLStyle taste makers.