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92-Year-Old Swimwear Brand Plans Relaunch

By Published on .

SAN FRANCISCO (AdAge.com) -- Perry Ellis International's Jantzen sportswear division, which is getting ready to relaunch its 92-year-old brand, has named Leopold Ketel, Portland, Ore., as agency following a review, according to executives at the winning shop.

Leopold Ketel faced off against Leagas Delaney, San Francisco, in the bid to reposition the Jantzen brand under the new Perry Ellis ownership. In March, Perry Ellis acquired Jantzen from VF Corp.

Brand expansion
Jantzen plans a significant brand expansion beyond swimsuits and into sportswear apparel, including a new golf clothing line, said Brian Murphy, director of marketing. The company

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also is looking to take on the category leader, Wamco's Speedo.

John Russell, president of Leopold Ketel, said initial focus of the advertising, breaking this spring, likely will be print media, but "after that the rest is up for discussion." The Jantzen brand, Mr. Russell said, "has not been out there for a couple of years."

Spending was undisclosed. Jantzen is headquartered in Portland.

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