Objective
- Educate female fans on where to buy and how to wear stylish NFL apparel
- Drive awareness and increase sales for NFL Women's Apparel
- Create stronger engagement with avid and casual female football fans through a fashion and fitness lifestyle platform
Strategy
- Produced and executed two family-friendly 5K walk/run events in major NFL markets (Indianapolis and Washington, D.C.), featuring women of the NFL family, alumni players and team VIPs, cheerleaders and of course, team mascots
- Offered sweepstakes prizes such as VIP game day experiences and trips to Super Bowl XLV at both 5K events
- Enlisted celebrity fitness expert Tracy Anderson to host the events and gain attention from media and fans
- Created webisode series with self-recorded footage from women of the NFL family, focusing on topics such as health, fitness, family and giving back to the community
- Launched the "Strut Your Fit" consumer contest at NFL.com/Women, in which fans submitted videos describing their favorite game day outfit, including their personalized NFL style and how they support their team
Results
- Exceeded aggressive sales projections for the season by late October
- Secured 83,031,017 PR impressions with top media hits including The New York Times, Access Hollywood, E! News, Associated Press, The New York Post, and AOL Stylelist.
- 5K Event specific results included over $37,000 raised for the American Heart Association by 3,000+ event attendees and a total of 11,572,994 media impressions
