Why the Vineyard Vines and Jeep Collab Could Boost Both Companies

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Many marketing joint advertising ventures fizzle but this cross branding could help both companies, especially Jeep.

Jeep is having a tough time of it lately. Second quarter sales were down, and layoffs are happening at the Jeep plant in Toledo, Ohio, to keep inventories from ballooning. This all comes as Jeep is announcing a new marketing campaign with Vineyard Vines. Vineyard Vines is a clothing brand that started out east and is trying to make inroads nationwide. Jeep is huge out west and could use a bump in popularity during the current sales slump. The exclusive collection celebrates their “shared passion for adventure and the outdoors.” The big draw is a chance to win a custom vineyard vines 2024 Jeep Gladiator.

Why the Vineyard Vines and Jeep Collaboration

Vineyard Vines is celebrating its 26th birthday this summer. If you aren’t familiar with the clothing brand, the shirts look much like Polo, only instead of a pony, the logo is a whale. The brand features tee shirts with the whale participating in sports, like skiing, snowboarding, hockey, sailing and surfing. Vineyard Vines also has a full line of women’s and children’s clothing. Vineyard Vines’ style is very preppy, not rugged, so trying to reach out to Jeep off-roaders could really broaden the company’s audience. It can also really broaden Jeep’s appeal with the younger, wealthier buyers that might be thinking about getting into an off-road capable vehicle.

What the Companies are Saying About the Connection

“In 1998, we followed our dreams and started selling ties out of the back of a Jeep Wrangler on Martha’s Vineyard. Now, partnering with the Jeep brand for an exclusive collection, road tour and giveaway is the ultimate ‘Every Day Should Feel This Good' moment for us,” said Shep Murray, co-founder of vineyard vines.

"We have been chasing our dream of vineyard vines in a Jeep since we were able to drive. There's no better feeling than being behind the wheel of a Jeep vehicle. Be it an old CJ-7 or one of today's Rubicons, the feeling is the same: boundless opportunity, freedom ahead and the ability to chase your dream! It's come full circle and we are so happy to be able to share our love of Jeep by giving away a custom vineyard vines Gladiator Rubicon that we specced out specifically to embody the EDSFTG life,” added Ian Murray, co-founder of vineyard vines.

"The Jeep brand holds a rich, truly American history that is steeped in freedom and adventure and holds a unique place deep in the hearts of our owners and enthusiasts, as well as fans and followers," said Kim Adams House, head of licensing, merchandising and multicultural marketing, Stellantis. "Vineyard Vines and its 'good life' ethos expresses a dimension of the Jeep brand's qualities and its, 'Go Anywhere, Do Anything' spirit. This special collaboration creates an authentic bridge, allowing each brand's community to demonstrate its love of both brands at the time when those golden New England summers begin."

How to Win the 2024 Jeep Gladiator

The 2024 Jeep Gladiator that they are giving away is an AEV customized vehicle. It includes:

  • Custom Fish Camo Finish
  • 8-Speed Automatic Transmission
  • 3.6L V6 Engine
  • Rock-Trac® Full-Time 4WD
  • Power Nappa Leather Seats
  • GPS Navigation
  • Steering Stabilizer
  • LED Off Road Lights
  • Front Bumper Skid Plate
  • 35" All-Terrain KO2 Tires
  • Logo Headrests
  • AEV JT Base Price
  • 2.5" Suspension Upgrade
  • Front Trail Camera Mount

The collection is available at vineyardvines.com and in select stores. There is also a sweepstakes to win the custom vineyard vines Jeep Gladiator. The vineyard vines X Jeep collection will feature hats, sweatshirts, shirts and shorts. A custom vineyard vines Jeep Gladiator will set out on a promotional road trip. The Gladiator will stop at different locations to showcase the collection. The Gladiator crew will host exclusive events and promote the custom Jeep vehicle X vineyard vines enter-to-win sweepstakes.

So far, all the stops posted online are on the east coast.

  • VVHQ - Stamford, CT
  • Huntington Station, NY
  • Greenwich, CT
  • Martha's Vineyard, MA
  • Foxborough, MA
  • Elizabeth, NJ
  • Short Hills, NJ
  • Mystic, CT
  • Newport, RI
  • Boston, MA
  • Hingham, MA
  • Dedham, MA

The Jeep contest continues until early September. If Vineyard Vines wants to increase sales in areas that are known for off-roading, the Gladiator should be making stops in Colorado, Utah, Texas, Oregon, Washington and California. For more information on the vineyard vines X Jeep Collection, as well as details on the road tour and giveaway, visit vineyardvines.com or follow the brands on social media using the hashtag #VVJeepGiveaway.

Jeep Photos

Mary Conway is a professional automotive journalist and has decades of experience specializing in automotive news analysis. She covered the Detroit Three for more than twenty years for the ABC affiliate, in Detroit. Her affection for the Motor City comes naturally. Her father ran a gas station while Mary was growing up, in Wisconsin.

Follow Mary Conway at @MaryConwayMedia and send her car news tips for future stories.