Clothing brand Bonds has recruited Richmond Tigers star Dustin Martin to headline as its new underwear ambassador in a powerful stills and video campaign that launches this week.
Martin champions Bonds’ latest men’s underwear range by showcasing his athletic physique and signature ink against the iconic Bonds underwear silhouette.
The new fashion and sports underwear collection features a palette of cool, toned patterns, camo prints and textured waist bands.
Complementing the campaign, Martin stars in a fun digital video campaign.
The 30-second clip, ‘Killer Undies’, captures the AFL player sprinting through the suburban streets of Melbourne in his Bonds undies chasing his puppy ‘Killer’.
Showcasing Martin’s athletic prowess, the clip sees the explosive Richmond midfielder leaping over fences and fending-off garbage men in only his Bonds undies while in pursuit of his runaway dog.
Emily Small, head of marketing at Bonds, said: “Dustin is not only a star athlete, but a real originator – he does things his way and people relate to that. We’ve had fun creating our content collaboratively and are delighted to be working together.”
Martin said: “I’ve grown up with Bonds, and when they approached me, it felt a natural fit. It’s an iconic and authentic brand which I relate to, as they wanted to collaborate on the campaign.
“It ended up with me running around Melbourne streets in my underwear, which was a first!”