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GQ and Bally’s first Native Advertising Video Campaign goes Live

In a first for both and Bally, their collaborative inaugural native advertising video campaign went live yesterday.

Comprising 10 ‘How-to’ videos created by GQ and sponsored by Bally, the site’s new channel will see GQ’s Style Director Robert Johnston and’s Fashion Editor Nick Carvell team up with Vlogger and influential YouTube star Jim Chapman to advise on various ways to be the most stylish man in the room.

From ‘How to shine your shoes in 15 seconds’ to ‘How to win a debate with aplomb’, and ‘How to layer for winter’ to ‘How to spot what shoes say about you’, the videos will be available to view on the for four weeks.

Wil Harris, Head of Digital of Condé Nast Britain says, “I am very excited to launch the first native video campaign for GQ with the team from Bally. The GQ editorial team has seamlessly blended their uniquely stylish point of view on the fashion world with a fantastic set of products from Bally, creating a genuinely useful video resource for our readers.”

Anne-Marie Gaultier, Vice President, Global Marketing and Communications, Bally, adds, “As part of our turnaround, we want to accelerate our digital strategy and bring our incredible heritage to life. With over 160 years of expertise in shoe making and caring, we have a deep understanding of pragmatic tips for the everyday stylish man, and could not think of a better partner than GQ to portray these inspiring ideas.’

Four of the videos will also be available to share on instagram.