American workwear heritage brand Dickies has appointed global social-first agency SAMY to lead its European social media strategy, supporting the brand’s next chapter across the region.
The brand, which was founded in 1922 in Fort Worth, Texas, has now expanded from traditional workwear to contemporary culture across fashion, music, skateboarding and streetwear.
Following Dickies’ new ownership under Bluestar Alliance and operations in Europe led by SportLux, the brand is now entering a new chapter with an evolving brand positioning and a renewed focus on strengthening connections across its communities.
SAMY will lead Dickies’ social ecosystem across Europe, spanning strategy, content production, paid amplification, and influencer, Instagram and TikTok management.
Through community engagement and creator-led storytelling, the partnership aims to strengthen Dickies’ connection with communities across workwear, craftsmanship, creative culture and contemporary lifestyle spaces.
Additionally, the partnership will see the evolution of Dickies’ “Maker” storytelling series across social, embedding the brand more deeply into the lives and ambitions of makers and creative communities.
SAMY operates a 1,000+ strong, social-native team across 20 offices and 55 markets. Clients include L’Oréal, The North Face, Diageo, Microsoft and Samsung.
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