Bonobos launches fall campaign with Jack Quaid series
Bonobos launched its fall campaign on Thursday, centering it on “The Weekday Warrior Show,” an episodic content series starring Jack Quaid. The series will run across Bonobos’ digital and social channels through the season and is built to move audiences toward the brand’s website. The campaign uses sitcom-style humor, real Bonobos employees, and product-focused episodes to connect social content with Bonobos’ fall collection.
In the first episode, Quaid dubs himself the “weekday warrior consultant” while promoting the Weekday Warrior Pant, which Bonobos describes as having the polish of a dress pant but the comfort of a chino. The series is designed to be social-first, with episodic content and bite-sized versions for paid media, then points viewers toward Bonobos’ website for video and other supplemental material. Future installments will feature other fall products, including dress shirts, oxford shirts, and blazers.
“Jack brings such a unique personality and is able to represent that person who can be calm in the midst of the storm of the workday chaos, but doing it in a way that is completely effortless, which ties to the product,,” Joe Berean, Bonobos Chief Marketing Officer said.
“[The series] is architected to be digital first, with a high focus on social, but in a way that can be appreciated and enjoyed episodically or through the more bite-sized content pieces that we know perform so well through a lot of our paid media channels,,” Joe Berean, Bonobos Chief Marketing Officer said.
Bonobos launched in 2007 and pioneered a direct-to-consumer model, but the brand was later bought and sold by Walmart. Bonobos and Express were bought out of bankruptcy in 2024 by Phoenix Retail, a joint venture from Simon Property Group, Brookfield Properties, Centennial, and WHP Global.
What we know
Bonobos launched its fall campaign on Thursday, with details first shared through Marketing Dive.
The campaign is built around “The Weekday Warrior Show,” an episodic series planned for Bonobos’ digital and social channels through the season.
Jack Quaid, known for “The Boys” and “Companion,” stars in the series.
Bonobos Chief Marketing Officer Joe Berean said Quaid fits the brand’s idea of handling workday chaos calmly and effortlessly.
In the opening episode, Quaid calls himself the “weekday warrior consultant” to promote the Weekday Warrior Pant, described as combining dress-pant polish with chino comfort.
The first episode uses fourth-wall-breaking jokes to promote Bonobos’ best-selling product.
Berean said the approach will continue through the series.
Berean said the team saw the story as suited to an episodic rollout across the season.
Berean said the strategy reflects his view that consumers are responding to entertainment content from brands.
The show uses a laugh track, an office setting, and real Bonobos employees to blend sitcom-style humor with authenticity.
One scene has Quaid respond to an office worker’s impossible deadline by joking, “Call a carpenter, am I right?”
The series is designed to be social-first and to eventually drive consumers to Bonobos’ website for video and other supplemental content.
Berean said the series is built for digital and social, with episodic viewing and bite-sized paid-media versions.
Later episodes will spotlight other fall items, including dress shirts, oxford shirts, and blazers.
The fall collection is available on Bonobos’ website and in stores nationwide.
Berean said Bonobos will relaunch on Shopify soon.
Bonobos launched in 2007, pioneered direct-to-consumer retail, and was later bought and sold by Walmart.
Bonobos and Express were bought out of bankruptcy in 2024 by Phoenix Retail, a joint venture involving Simon Property Group, Brookfield Properties, Centennial, and WHP Global.
Bonobos now operates 48 guideshop locations in the U.S. and has a distribution partnership with Nordstrom.
This year, Bonobos has worked with Nicholas Braun, Carl Radke, Ben Waddell, Joe Santagato, and Frank Alvarez in marketing built around a “wry smile” tone.
Berean said Bonobos’ core promise is to help customers look and feel good through product fit, comfort, and versatility.