Workman

Campaign Diaries

Japan

Will they stop selling work clothes? The unexpected cause that raised concerns among Workman regular customers

Brand: Workman

Campaign: 2026 Autumn/Winter New Products Presentation for Extreme Weather Measures

Source: https://www.advertimes.com/20261011/article560188/

Goal: To expand the market by introducing casual clothing while strengthening core workwear offerings.

Media: Television ads and collaborations with IP such as Sanrio

Summary: Workman has shifted from a workwear specialist to a broader casual clothing market, introducing women's everyday wear and children's clothing. Although customers initially expressed concern about losing the workwear focus, the company has launched initiatives like 'WORKMAN Plus' and reinforced its workwear offerings while increasingly competing with larger apparel brands such as Uniqlo.

Campaign Diaries

No Brand Diaries found.

Japan

Workman President Surprisingly Denies ‘Complete Victory Declaration’ for Recovery Wear

Brand: Workman

Campaign: MEDiHEAL Recovery Wear

Source: https://www.advertimes.com/20260910/article557123/

Goal: Increase brand awareness and sales in the recovery wear market

Claim: Complete victory in the recovery wear market

Media: Television commercials

Summary: Workman has declared a 'complete victory' in the recovery wear market with its MEDiHEAL brand, achieving the highest sales and brand recognition in the industry. Despite this success, CEO Koji Ohuchi expresses a sense of caution, emphasizing the importance of addressing workers' needs and continuously improving product offerings, which include functional and affordable wear designed for fatigue recovery and comfort during work.

Campaign Diaries

No Brand Diaries found.

Affordable Apparel brand expansion recovery wear

Japan

Workman’s ‘Declaration of Complete Victory’ – Determination to Surpass the Fleece Boom of the Heisei Era with Recovery Wear ‘MEDiHEAL’, Planning for 34 Million Units

Brand: Workman

Campaign: MEDiHEAL COSMOS Promotion

Source: https://www.advertimes.com/20260908/article556820/

Goal: To increase sales of MEDiHEAL recovery wear to 34 million units.

Claim: Complete victory in the recovery wear market.

Summary: Workman's recovery wear line, MEDiHEAL, has set an ambitious sales target of 34 million units for 2026, up from an initially planned 21 million, following a successful launch and high market demand. The brand's recognition has increased, leading to a declaration of 'complete victory' in the recovery wear market during a product launch event. The high-end model, MEDiHEAL COSMOS, is being promoted for both relaxation and active use, aiming to cater to a wide range of customer needs.

Campaign Diaries

No Brand Diaries found.

recovery wear sales target sports apparel

Japan

Fan-Equipped Clothing Solves ‘Excessive Odor’ Problem

Brand: Workman

Campaign: WindCore Durable Water Repellent × Deodorizing Shell Vest Launch

Source: https://www.advertimes.com/20260806/article553220/

Goal: Increase sales of fan-equipped clothing

Claim: Addressing concerns about odor in fan-equipped clothing

Media: Social media, event presentations

Summary: Amid record heat, Workman has addressed concerns regarding odors emitted by their fan-equipped clothing, notably with the launch of their 'WindCore Durable Water Repellent × Deodorizing Shell Vest'. As they plan to exceed sales of 1.2 million units by July 2026, the company recognizes the potential market growth for general consumers, foreseeing a market expansion projected to reach 100 billion yen in 2-3 years.

Campaign Diaries

No Brand Diaries found.

deodorizing technology fan-equipped clothing odor control Workman