Dockers names Jim Harbaugh brand ambassador

Dockers has appointed Jim Harbaugh as its newest brand ambassador, pairing the khaki specialist with a football coach known for wearing the category himself.

The campaign, titled "The Everyday Uniform", launched globally on Monday. It follows Harbaugh through a series of everyday situations, built on the premise that when something works, people stick with it.

"I've always appreciated a good pair of khakis because they work wherever you need them to. That's what makes this partnership with Dockers such a natural fit," said Harbaugh in a statement. "This campaign is great. I had a lot of fun with it, sporting my Dockers khakis in all sorts of settings."

Jarrod Weber, global president of sports and lifestyle at Authentic, which owns Dockers, framed the tie-up as a route to a wider audience. "Dockers is an iconic American brand, and Jim has become just as synonymous with the khaki. Jim is a winner, and bringing him and Dockers together is a natural fit and a great cultural moment. We're excited about the partnership and the opportunity to introduce the brand to a broader audience through someone who has such a genuine connection to the product."

Harbaugh played quarterback at the University of Michigan before a 15-season NFL playing career from 1987 to 2001. He later coached at the University of San Diego and Stanford, took the San Francisco 49ers to Super Bowl XLVII, and returned to Michigan, where he won a national championship in 2023. He is now head coach of the Los Angeles Chargers.

Dockers was introduced in San Francisco in 1986 and sells trousers, apparel and accessories. The brand is owned by Authentic Brands Group.