Animated Butt-Shaped Mascots

Duluth Trading Company Has Introduced Max Gluteus

Max Gluteus is the humorous name of Duluth Trading Company's new animated butt-shaped mascot. This entity is the centrepiece of a new marketing campaign titled 'For Folks Who Work Their Butts Off,' which promotes the brand’s extensive line of underwear for men and women.

Duluth Trading Company's 'For Folks Who Work Their Butts Off' campaign emphasizes the brand’s two decades of in-house design and innovation across a range of underwear styles, including the Buck Naked and Armachillo lines. These products feature moisture-wicking fabrics, cooling technology, and construction details intended to address common issues such as chafing, sagging, and discomfort during physical activity.

Max Gluteus appears across digital, social, and retail channels to reinforce the message that the brand’s underwear is engineered to withstand demanding use. The launch coincides with an Underwear Week promotion offering discounted pricing on select styles.

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