O’Keefe Reinhard & Paul (OKRP) has been named creative marketing and advertising agency of record for Gildan Activewear’s branded apparel business following a formal review. The incumbent agency was Devito Verdi.

Spokesperson Blake Shelton will continue to star in ads for the brand. Last year’s “Epic Underwear” spot showcased his down-home personality and lack of pretension as he recommends its underwear.

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