Gildan Activewear Inc.’s new Gildan Respects initiative is a global positioning of the Montreal-based supplier’s environmental, social and governance (ESG) program and a creative campaign supporting the “Next Generation ESG” strategy it launched earlier this year.

The Plan: Gildan Respects was established to unite all of the company’s ESG communications and marketing under one global message to reinforce the appeal of Gildan's approach to making apparel products.The Gildan Respects campaign will illustrate the company’s ESG approach with stories from ESG initiatives and progress. These are expected to highlight Gildan’s commitment to manufacturing its products with respect for the environment, circularity, people, communities and transparency.

Implementation: The Gildan Respects branding and creative campaign will be supported through content on various platforms, including the release of a film and documentary series, social media marketing, display advertising and a new digital experience on websites and social platforms across Gildan’s global communication and marketing efforts.

In Their Words: Chuck Ward, president of marketing, sales, and distribution at Gildan, says, “As an ethical and sustainable apparel manufacturing company, “respect” has been at the foundation of our ESG success for the last 20 years. This is why it seemed natural to make ‘respect’ the central theme of our new ESG communications and marketing efforts to bring our story to life. Our journey has been one of growth, and the central focus on ‘respect’ is a testament to our continued commitment to elevating our story in a thoughtful and authentic manner. We have come a long way and we intend to go even further with Gildan Respects.”