Introducing the NFL partnership to the UK market
Mitchell & Ness

Task

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.

Impact

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.

Mitchell & Ness said: “We had a brilliant reaction to the pop-up from our retail partners as it not only delivered all important sales, but the design and delivery led to a positive change in perception towards the brand. Partners including Fanatics now see us as a real player in their market which is already benefiting orders for Q1 2019.”
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