In 1986, Dockers khakis was launched by Levi Strauss and Company and changed the wayAmericans dress for work.

In 1986, Dockers khakis was launched by Levi Strauss and Company and changed the wayAmericans dress for work. More than 20 years later, despite being the go to staple for office workers, Dockers became the uniform of capitulation and the brand and business suffered. Jennifer's keynote will focus on the role of digital and engagement marketing in driving the reinvention of the Dockers brand and the re-engagement of a whole new generation of consumers. She will present case studies from Dockers and tell the story of a how the most traditional 'event' media - The Superbowl - was leveraged to create a digital firestorm for Dockers. In reintroducing the brand on the biggest stage possible, they initiated what would be only the beginning of true reappraisal through their digital approach to this event. She'll share how Dockers has turned their marketing approach upside down in the last two years prioritizing allaspects of digital - ecommerce, traditional digital and social - to continue to tackle the challenge of taking back this brand's iconic status.