Baskit (www.baskitwear.com), a premium player in the men’s underwear, swimwear and activewear segment, announced the launch of a new brand campaign for 2011 that continues the brand’s goal to reach active men everywhere. With new collections added, Baskit now offers a style of underwear for every man, for every activity and day of the week; reinforcing the name as the go-to brand for stylish men everywhere and their motto, “The brand you dig through your drawer to find.” The new image and video campaign, produced by photographer Toky Castellanos, kicks off with the redesigned PURE organic underwear collection and ENERGY, the label’s moisture-control underwear offering.

Baskit designer and CEO Eric Schwers commented, “Our goal with this campaign is to broaden our audience while continuing to appeal to our loyal customer base. We set the bar pretty high with last season’s campaign and this one continues that trend, showing our guy in a new perspective. Men who are familiar with our brand know us for good fitting underwear and great designs, but we want to expose them to the active lifestyle element of our brand. We started this two seasons ago when we introduced the jockbrief to market and we’re continuing that with more active cuts and fabrics.  So this campaign plays right into that and the collections allow us to continue our goal of offering our men a style and fit for every occasion.”