Dockers® Presents: Dad Hustle

Levi Strauss & Co.
June 15, 2018

Nobody exemplifies the Dockers® “Always On” ethos quite like a dad.

Dockers® is drawing on the comically chaotic moments of being a dad for inspiration for the “Dad Hustle is Real” campaign – honoring the grit, stamina, and confidence required to navigate the perilous waters of fatherhood.

The multimedia campaign highlights real Dockers® dads in a collection of candid moments with their kids – changing, wrestling, wrangling, toe-nail painting and, of course, rescuing a sopping stuffed animal from the toilet. It’s all in a day’s work for a dad – and connects squarely with the brand’s “Always On” promise to make sure the Docker’s® guy is ready for whatever comes his way.

The global campaign will be highlighted through video, gifs, stills, and digital banners and will be promoted across multiple channels, including social,, and retail doors.

Thank your own father for a lifetime of hustle with something from the Dockers® Father’s Day gift guide, filled with timeless khakis and tops that he’ll love. If you’re not sure what to get, Dockers® is also offering e-gift cards with lighthearted messages guaranteed to get a chuckle, like “Thank you for never actually turning the damn car around.”

Happy Father’s Day, dads!