Wrangler Europe has launched its new fall/winter ’14 campaign “Denim Performance since 1947”, focusing on the new Wrangler Denim Performance products presented by Finnish Formula One race driver, Kimi Räikkönen. The in-house developed campaign is displayed only in Germany on out of home media in 80 German cities.

"With this new campaign, we celebrate our Denim Performance Collection. It is the logical continuation of our original brand idea and DNA: Advanced and innovative jeans wear without compromise. The campaign is an essential part of marketing activities to especially support the trade”, said Adam Kakembo, vice president product & marketing, Wrangler EMEA.

The Denim Performance collection includes water-repellent and warming “Keeps you Warm” Thermolite jeans as well as jackets.

In addition, Wrangler recently launched its new online shop. Available in Germany, Sweden, Denmark, Austria, Poland, the Netherlands, Great Britain and Ireland, the shop shall be serving a total of ten European countries by the end of 2014, including expansion plans to France and Belgium.

“For both, the brand and the products, it is a great platform to convey information. Our new website will enhance not only our sales directly, but also promote the sales in our own stores, partner stores and the sales of our wholesale customers throughout Europe ", comments Frans Van Zeeland, president of Wrangler EMEA.

Both the new Räikkönen campaign and the launch of the online store are part of Wrangler’s growth agenda which also includes the recent opening of self-run Wrangler stores in Germany.