high as $120. In 2012, 27.9 percent of respondents who came from a household where the annual income was $200,000 or more stated that they owned Dockers brand apparel, accessories, and footwear. 2009 change of focus In 2009 Dockers as a company moved away from their basic khaki pants and tried to become a more diversified brand. They overhauled their corporate structure and product assortment in a strategy to try to revitalize their core competency, the khaki pants. According to Jim Calhoun, former president of Dockers, “The brand is going back to focusing on what we do best: khaki pants for men." Dockers is trying to boost the selling of khaki pants, as it is a declining product among consumers. The reason for this decline in sales is the fact that people view khakis as a more corporate and office article of clothing. The brand tried to revamp the pants by new marketing strategies. They emphasized the "Dockers lifestyle" by showing ads depicting the various products for work, dress, casual weekends, and golf. According to Levis' global chief marketing officer Jen Sey, the global vice president of marketing for Dockers, “we lost our focus by going after women and trying to incorporate head-to-toe dressing." 2010 campaign In January 2010, the Dockers brand launched a cross-channel advertising campaign with the tagline "Wear The Pants." The campaign premiered during the 2010 Super Bowl, and was the first Super Bowl advertisement to offer an exclusive, limited-time online offer for viewers. The ad also featured "I Wear No Pants" by the Poxy Boggards. The Dockers campaign tagline, "Wear The Pants" was marketed as a call to masculinity for men. The campaign incorporated outside sources to incite men to reclaim their lost male-aesthetic. Along with a new campaign message, the Dockers brand has since revitalized their product line as well, featuring several new styles aimed at a younger, status-seeker consumer. The Dockers brand has also partnered with Habitat for Humanity as their charitable cause. References External links Clothing brands of the United States Shoe companies of the United States American companies established in 1986 Clothing companies established in 1986 Companies based in San Francisco Levi Strauss & Co. Products introduced in 1986