Van Heusen is trying to capture the attention of 18- to 34-year-old men who are typically uninterested in fashion but demanding of comfort with an Institute of Style, football-centered campaign. Ads will include Hall of Fame players as well as current stars to promote the idea of going from "schlub to swagger." Humorous online videos were created in collaboration with the Funny or Die website. The edgy approach is new for a brand that in the past has associated with such dapper celebrities as Jimmy Stewart and Bob Hope.