Biisonimafia and Dimex intend to make Finnish Dimex an even more popular workwear brand among young people through a comprehensive marketing collaboration that skillfully combines different media and up-to-date content. Biisonimafia's frontman Kai Rinkinen is excited about the collaboration: "Workwear is a big part of what we do. We build a lot of different filming sets. We film on land, at sea and in the air. It's cool to start tearing things apart that are designed for harsh conditions and it's really great that they are designed in Finland!" Biisonimafia's videos already have over 25 million views on Youtube. YouTube has established itself as a popular medium for young adults. In a short time, YouTube has also become an agile and effective part of the marketing mix alongside traditional methods. By collaborating with Biisonimafia, Dimex is strengthening its presence in future channels.