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Fashion & Apparel · May 2026

Ford x Carhartt Super Duty Co‑Brand Launch

PR Campaign
Thursday 7th May, 2026

Ford partnered with Carhartt to launch a co‑branded 2027 Super Duty Carhartt Special Edition work truck and staged a Detroit event celebrating tradespeople, using the collaboration and CEO Jim Farley’s anecdote about his son favoring trades work to draw mainstream media attention to skilled‑labour shortages and Ford’s essential‑economy initiatives.

Why it worked: A powerful CEO’s personal reversal—his son skipping prestigious college courses for a fabricator job—made a hard-data labor shortage visceral and timely alongside a tangible product built for that audience.

The lesson: Consider pairing a counterintuitive executive anecdote with a real, co-branded tool for the affected group and fresh scarcity stats to own a bigger debate.

Ford Carhartt
1 Source:

Coverage over time

How this story spread across the media

Publication Headline Date
fortune.com Ford CEO says his Gen Z son is choosing hands-on work: ‘He feels like that’s more fulfilling than doing summer school at some fancy college’ Thursday 7th May, 2026

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