To introduce the NFL partnership to the UK market and win big with our core consumers and fans.
What we did
By re-telling the NFL story through the lens of Mitchell & Ness’ deep rooted connection to sports heritage, we delivered a disruptive brand activation in the form of a retail pop-up shop.
We branded a mobile container which we took to the Wembley tailgate for all three NFL London Games, delivering an Always Authentic experience for fans.
The activity was supported by the attendance and support of high profile influencers.
With a footfall of over 30,000 NFL fans in the tailgate area per game, hundreds of jerseys were sold and we leveraged great brand awareness.