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Fruit of the Loom | Company Profile, Marketing Contacts, Media Spend, Brands

Based in Bowling Green, KT, Fruit of the Loom is a clothing manufacturer. The company produces underwear, activewear, and t-shirts for men, women, and children. Fruit of the Loom products are manufactured through local and international facilities and they are retailed worldwide. ** NOTE: As a privately held subsidiary of a publicly traded parent company, annual revenue and employee count are not readily available. Therefore, the revenue and employee figures presented below are those of the parent company. **

Main Telephone (270) 781-6400
Main Fax (270) 781-6588
Primary Address
Post Office Box 90015
Bowling Green, KY 42102-9015

Fruit of the Loom Contacts

Contacts (5/23)
Name Title State
Tony P. Executive Vice President & Chief Operating Officer KY
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (270) 781-6400
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: Post Office Box 90015
Bowling Green, KY

Rick M. President & Chief Executive Officer KY
Chris K. Chief Information Officer KY
John S. Senior Vice President, Marketing, Advertising & Corporate Communications KY
Melissa B. Senior Vice President, Marketing & Merchandising KY

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Underroos *
Fruit of the Loom ********
Fit For Me *
Vanity Fair *****
Lily of France *

Agency Relationships

Brand Agency Service From To
******** ******* *****, ***. media buying unknown present
********* ******* *****, ***. media buying unknown present
*** *** ** **** Digital unknown present
*** *** ** ******* *****, ***. Media Buying unknown present
***** ** *** **** ***** Digital 2016 present

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Fruit of the Loom parts ways with Richards Group, reviewing creative, media

After working with Dallas-based for 12 years, privately held Fruit of the Loom is reviewing its creative and media business.

Adweek is reporting that Boston-based consultancy
. is managing the search, which is at the RFP stage. Richards is not defending.

Fruit of the Loom said in a statement that “with a new management team in place, the company is seeking an agency with a fresh perspective on how to market [its] brands and strengthen consumer engagement.”

Kelly Thompson, senior vice president of brand communications, is said to be a key decision maker in the review process.

Bowling Green, Ky.-based Fruit of the Loom expects to complete its search by November.

This review is coming about two months after Richards Group
a new campaign for Fruit of the Loom. Featuring music by artists like Mako (featured below) and Annie Automatic, the brand ditched its brand characters in favor of young men and women exercising, break dancing and skateboarding.

“'Move to Comfort' is a high-energy campaign that features real people who bring the 'movement' message to life, and fresh sounds and energy from up-and-coming musicians that reflect our brand's fun and colorful personality,” Thompson said in a statement. “It is a very exciting moment for the brand, as the campaign is about aspiration and inspiration, and taking a new, exciting approach to showcase the breadth and benefits of our products.”

, with the theme “Move to comfort,” makes promises like “More colors. More prints. More personality” and “You move. It moves with you.”  It features commercials, print and online ads, social media, PR and a website revamp.

The campaign’s budget is estimated at between $25 million and $30 million.

Last year, Fruit of the Loom allocated $59 million towards measured media, which is consistent with past spending. Magazine ads and Cable TV ads received the bulk of the funding.

Fruit of the Loom
Post Office Box 90015
Bowling Green, KY 42102
(270) 781-6400

Kelly Thompson
Senior Vice President, Brand Communications
(270) 781-6400

Christie Lindsey
Director, Advertising
(270) 781-6400