- Barry Janoff

The X-Files: I Want to Believe opened in an underwhelming fourth place among the top ten movies this past weekend, but actor David Duchovny is No. 1 at men's sportswear, footwear and accessories company Johnston & Murphy, where he will star in a national campaign breaking in August.

The effort, via Toth Brand Imaging, Cambridge, Mass., is anchored by a print campaign that will launch in September issues of such publications as Esquire, Forbes, Fortune and Men's Health. Support includes Internet and POP. Spend for the campaign was not disclosed.

The ads show Duchovny, with a pensive look on his face, wearing Johnston & Murphy sportswear and shoes and, in some creative, accompanied by accessories such as a briefcase and other leather goods. Text reads: "Johnston, Murphy & Duchovny." 

The effort is part of the company's recent strategy to rejuvenate the 157-year-old brand "by portraying a fresher, more dynamic and relevant image in the marketplace, as well as promote emerging categories such as luggage, small leather goods and outerwear." Former ads have featured musician Ziggy Marley, BMX rider Mat Hoffman and football star Tiki Barber.

"We're thrilled to have David Duchovny as part of our ad campaign," Jason Dasal, vp-marketing at Johnston & Murphy, Nashville, Tenn., said in a statement. "David embodies success and confidence, along with a great sense of style, communicating the ideal image for the Johnston & Murphy brand."