B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • NRL
  • State of Origin
  • WPP
  • B&T Women in Media
  • Thinkerbell
  • Pinterest
  • imaa
  • AFL
  • Anthony Albanese
  • AI
  • Spotlight on Sponsors
  • Foxtel
  • Meta
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Bonds Releases ‘Killer Undies’ With AFL Superstar Dustin Martin
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Advertising > Bonds Releases ‘Killer Undies’ With AFL Superstar Dustin Martin
AdvertisingCampaigns

Bonds Releases ‘Killer Undies’ With AFL Superstar Dustin Martin

Rose Marie Pengelly
Published on: 23rd January 2018 at 8:30 AM
Rose Marie Pengelly
Share
2 Min Read
SHARE

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.

Dustin Martin wearing Bonds undies

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!”

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: AFL, Bonds, Dustin Martin
Share

Latest News

Patrick Rowe, Mandie Van Der Merwe, Avish Gordhan.
Agency Scorecard: Saatchi & Saatchi
15/07/2025
SCA Chief Content Officer Dave Cameron To Depart After 30 Years
15/07/2025
Harley-Davidson Rallies Riders For Inaugural ‘United We Ride’ Fundraiser Via The Salvation Army
15/07/2025
Agency Scorecard: Nunn Media
15/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?