What 2010 Dockers campaign tagline premiered during the Super Bowl?

The 2010 Dockers campaign tagline that premiered during the Super Bowl was “Wear The Pants.”

Dockers launched the campaign to refresh interest in khakis and reposition them as versatile clothing rather than merely office wear. Its Super Bowl commercial, titled “Men Without Pants,” showed men marching through a field in their underwear before urging viewers that it was time to wear the pants.

The ad debuted during Super Bowl XLIV on February 7, 2010, in Miami Gardens, Florida. Its deliberately comic presentation helped the campaign stand out among the game's many high-profile commercials. The soundtrack featured “I Wear No Pants” by the Poxy Boggards, a detail that is sometimes mistaken for the campaign's actual tagline.

Dockers also linked the spot to an interactive Shazam promotion, letting viewers connect with online content and enter a limited-time offer. The distinction is useful: “Wear The Pants” named the broader campaign, while “Men Without Pants” named the television execution.