NEW YORK—Cohn & Wolfe has been named North America public relations agency of record for Fruit of the Loom,  a global pioneer in the design, manufacturing and marketing of family apparel. Following a competitive pitch, the agency was chosen to lead public relations, including influencer engagement and experiential activations, for the global clothing company.

Bryse Yonts, manager of brand communications, Fruit of the Loom, praised the company’s previous AoR Ketchum, but said that as the company began a review, “we felt we had great organic chemistry with the team from Cohn & Wolfe, and we felt confident in their ability to bring us great insights and ultimately to bring us new and innovative ways in which we can approach and reach our consumers.”

Yonts says that while the ongoing program—which will include multiple projects across Fruit of the Loom’s product portfolio—will include traditional public relations elements, “with the changing media landscape, we need to be forward thinking and find news ways to engage our audience.” That will require an integrated approach that will include brand activations and influencer marketing, “which is a great way to get our message out through trusted sources.”

Cohn & Wolfe will lead the business out of its Austin office, and will be part of an integrated team, working alongside ad agency Crispin Porter + Bogusky.