On January 1, 2010, the Septwolves brand launched a major transformation that marked a new chapter in its marketing strategy. The campaign kicked off with the introduction of a fresh slogan: “Chasing Every Man in Life.†This bold move signaled a shift from traditional branding approaches, as the company decided to break away from the usual reliance on celebrity spokespersons. Instead, they introduced the concept of the “Celebrity Hall,†featuring iconic actors such as Hong Lei, Zhang Zhen, Hu Jun, and Zhang Han-yu.
According to a company representative, this campaign was not just a promotional effort—it was a full-scale celebration of the multifaceted nature of men. By showcasing these actors’ roles in popular dramas and films, Septwolves aimed to highlight the different dimensions of masculinity. For example, Hu Jun’s portrayal of Qiao Feng in *The Legend of the Condor Heroes* embodied strength and honor, while Zhang Han-yu’s character in *Millet Field* represented deep emotional connection and loyalty. These performances resonated with the brand's message of embracing all sides of manhood.
This initiative was built upon the brand’s earlier slogan, “Men Are More Than One Side,†introduced in 2007. At that time, Septwolves sought to redefine what it meant to be a man by promoting a lifestyle that combined toughness with sensitivity. In 2010, the brand took this concept even further, introducing the idea of “Chasing the Man of Life More Than One Side.†This new strategy marked a vertical expansion of the brand’s identity, adding depth and richness to its cultural narrative.
Zhou Siu-hung, Chairman of Fujian Septwolves Co., Ltd., emphasized that the word “chasing†was central to the 2010 strategy. He explained that the term carried strong connotations of the wolf culture—symbolizing determination, ambition, and the pursuit of success. But beyond that, it also reflected the modern man’s desire to explore multiple facets of his identity. Whether it was about career aspirations, personal relationships, or self-expression, the brand aimed to support men in their journey of self-discovery.
Zhou also shared his perspective on the phrase “Men Are More Than One Side.†He believed that a man’s life is shaped by various factors—his stage in life, profession, location, roles, interests, and ideals. As a result, every man presents a unique set of values. It’s not just about being brave and confident; it’s also about showing tenderness, romance, and emotional depth. Through Septwolves, the brand hopes to help men express and embrace all these aspects of themselves.
In this campaign, Septwolves brought together some of the most iconic figures from the entertainment industry. They highlighted classic portrayals of multi-dimensional men, such as Sun Honglei’s intelligent and strategic character in *The Shadow Play*, Zhang Han-yu’s romantic and emotional role in *Millet Field*, and Zhang Zhen’s introspective performance in *The British Soldier*. These characters exemplified the brand’s core values and helped connect with audiences who appreciated the complexity of male identity.
The company’s brand promotion team explained that the goal was to inspire people by showcasing real-life examples of men who embody the spirit of “more than one side.†In the future, more influential men who share this philosophy will be featured in the “Celebrity Hall†of Septwolves. Industry experts have praised this move as an innovative step in men’s fashion marketing, reflecting a deeper understanding of modern masculinity and a commitment to authentic storytelling.
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