CHALLENGE
In the competitive world of sports fandom, enthusiasts seek ways to showcase their passion while standing out from the crowd. This case study explores how a collaboration between a creative agency, Grungy Gentleman, and the New York City Football Club (NYCFC) addressed the challenge of merging high fashion with sports fandom. The objective was to create a limited collection that allowed fans to express their allegiance in a unique and stylish way.
SOLUTION
Our team collaborated with NYCFC athletes Keaton, Kevin, and Thiago to create a limited collection that resonated with sports fans. Our mission was to film a captivating campaign video showcasing the players wearing the collection in their distinctive styles.
In partnership with NYCFC this campaign video was displayed in Yankee Stadium before and during intermissions at NYCFC home games, maximizing exposure and engagement. By having the players actively model the line on the NYCFC practice field and facility, the essence of the collection was brought to life, enabling fans to envision themselves in the apparel.
INSIGHTS
Within 10 home games, the Grungy Gentleman and NYCFC limited collection was entirely sold out at Yankee Stadium. The popularity of the collection indicated a strong demand for unique and stylish fan apparel.
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With the average attendance of 25,000 people at NYCFC home games provided a substantial audience for the campaign video display, leading to heightened brand engagement. The MLS stadium attendance increase of 25% since 2021 indicated a growing interest in soccer, contributing to the success of the limited collection.
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The collaborative effort between the creative agency, Grungy Gentleman, and NYCFC successfully bridged the gap between high fashion and sports fandom. The limited collection provided fans with a unique and stylish means to express their allegiance, while the player-centric campaign and strategic merchandising ensured heightened engagement and demand. This case study underscores the power of innovative collaborations in creating exceptional fan experiences and driving unprecedented success.
