Dockers produced an advertising campaign in 2010 that tried to associate their khaki pants with manliness. They went overboard in trying to promote their particular definition of "manliness".
† For the record, I personally believe that MANY different versions of masculinity and feminity and non-binary identities should be acceptable. I believe that traditional masculinity is among those that should be accepted. What I do not like is the suggestion that only one way of expressing masculinity is better than all the others, or that only one is valid.