VF’s Imagewear coalition, which includes our Image and Licensed Sports Group divisions, produces business and occupational apparel, uniforms and licensed sports apparel. On the Image side of the business, our industry-leading brands, Red Kap®, Bulwark®, Horace Small® and Wrangler Workwear™ outfit millions of workers across industrial, service and governmental organizations. Our focus on the end-user drives us to provide exceptional service and innovative products. Our Red Kap® brand team spends hundreds of hours in garages and repair shops with our consumers to understand every detail of how they work, so we can design an automotive product line with smart and intuitive features that help them work better. And at the Bulwark® brand, we matched VF’s culture of innovation with the R&D capabilities of Milliken & Company to develop the iQ Series™, an entirely new form of flame-resistant apparel.
Our Licensed Sports Group, featuring the Majestic® brand, is “Always Game” to let consumers show their passion. As the on-field uniform provider of Major League Baseball®, the Majestic® brand works closely with professional baseball players to develop innovative apparel like the new Practice Pullover. The Licensed Sports Group stays up-to-date with fashion, sports and art trends to create the most current fanwear for baseball, the National Football League®, National Basketball Association®, National Hockey League® and major colleges. Under the new Biker Built™ brand, we’re even the largest licensee of Harley-Davidson® apparel.
Consumer insights play a critical role in how we connect with fans and deliver appealing styles and artwork. We spend a lot of time with them, learning how they watch sports on TV, understanding how they use social media during a game – even joining Harley Davidson® motorcycle owners at the Sturgis® Motorcycle Rally™ to observe the emotional connection to their bikes.