NFL Fan Style Tour

Immersing Fans in Football Fashion

NFL Fan Style Tour

Immersing Fans in Football Fashion

Challenge
Educate NFL fans nationwide about the variety and versatility of league and team-branded apparel that’s stylish and wearable even beyond game day.

Our big A-HA!
Only 5% of NFL fans have ever attended a live game. For most, actual games are inaccessible, so most never get that galvanizing in-stadium experience.  So we needed to bring those game-day thrills to the fans, letting them become immersed in the brand – and the apparel items that can make them feel closer to the action.

Execution
A 20-event, 40-week mobile tour focused on NFL Consumer Products lines like Women’s Fashion, Men’s Lifestyle, Homegating, Kids (Rush Zone) and Tweens. By teaming next-gen technology with retail partnerships and team participation, we put an once-in-a-lifetime education-and-interaction experience onto the field:

  • Tour stops included training camps, stadiums on game day, major retailers, and NFL calendared events such as Kickoff, Pro Bowl, Super Bowl, plus playoff game stadium locations.
  • A mobile, interactive footprint included a trailer housing a multi-station NFL lifestyle event, with integrated RFID bracelets and mobile tablets allowing seamless sharing of event-exclusive content for the fans, as well as data capture for the NFL.
  • Fans browsed team merchandise, digitally “tried on” clothes using next-gen fitting tech, met NFL players and personalities, and interacted with the NFL’s newest products and technology.
  • Integrating with NFL’s existing social media allowed use of existing creative assets; a custom landing page hosted tour info, social media links and more.

Results
The program won in a rout, with total media impressions far outscoring the program goal, huge tour attendee traffic and millions of social media impressions that actually drove a huge uptick in the NFL’s social media audience.

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