The campaign features a number of “NFL women,” mostly wives of players and coaches, modeling the apparel. There is also a webside series, “Beyond the Sidelines,” which has interviews and home movies from some of the female contributirs.
The league has also built in a user-generated element, with a “Strut Your Fit” contest. the contest encourages female users to create a video explaining how they express their team spirit and explain their game-day outfit.
More information about the campaign, and the site, is after the jump.
NFL ANNOUNCES WOMEN’S APPAREL “FIT FOR YOU” CAMPAIGN
Multi-Platform and Event Based Program Featuring Spouses of Coaches Rex Ryan & Jack Del Rio, Dan Snyder, Chris Cooley & Matt Schaub
NFL Launches New Destination for Female Fans at NFL.com/women
The NFL is celebrating its female fans this year with a new marketing campaign featuring the wives and daughters of prominent NFL coaches, team executives and players. The new campaign, tagged with the line NFL Women’s Apparel, Fit For You, shows women how to dress up their team apparel for a night on the town, a day at the gym, casual Friday at the office or a Sunday at the stadium.
The effort highlights ways female NFL fans can embrace football while staying true to their style and enjoying a healthy lifestyle, and there is even a chance to win a VIP package to the Super Bowl.
Anchoring the campaign are seven print ads featuring real women of the NFL family modeling NFL apparel combined in a stylish way with every-day wear. NFL women featured in the ads include:
- Christy Cooley (Wife of Chris Cooley, Washington Redskins Tight End)
- Linda and Hope Del Rio (Wife and Daughter of Jack Del Rio, Jacksonville Jaguars Head Coach)
- October Gonzalez (Wife of Tony Gonzalez, Atlanta Falcons Tight End)
- Michelle Ryan (Wife of Rex Ryan, New York Jets Head Coach)
- Laurie Schaub (Wife of Matt Schaub, Houston Texans Quarterback)
- Tanya Snyder (Wife of Dan Snyder, Washington Redskins Owner)
- Lena Ward (Wife of Pete Ward, Indianapolis Colts COO)
The television commercial shows women giving men back their oversized jerseys. Snyder, Cooley and Alyssa Milano, the designer of Touch NFL women’s wear, make cameos and at the end of the commercial, a woman is revealed wearing apparel that fits her perfectly.Â The TV spot launched Kickoff weekend and starting in October the print ads will appear in magazines including InStyle, Shape, People, Marie Claire and Sports Illustrated. Daniel Jackson, a London-based high-fashion photographer, shot the print ads. Tiina Laakkonen, a top fashion stylist from Finland, styled the women.
To complement the ads, the NFL is launching NFL.com/women, a micro-site that will host a webisode series, video contest and look book. The webisode series entitled “Beyond The Sidelines” features interviews and home videos with Cooley, Gonzalez, and Ward who discuss the NFL, their home life, tips for staying fit, keeping family life fun and healthy, their charitable work, and how they style their NFL women’s apparel.
Fans are encouraged to submit videos for the “Strut Your Fit” contest, showcasing their NFL style, team spirit and love for football. The grand prize is a VIP trip package for two to Super Bowl XLV in North Texas in February. Two first prize winners will each receive a $500 gift card to NFLShop.com.
The look book will highlight apparel and accessories available to female NFL fans and explain where these items are available. The licensees featured in the ads and look book include GIII, VF, Reebok, Concept One, Little Earth, Logoart, For Bare Feet, Modo and Gametime.
New this season, the NFL is offering its female fans everything from customized jeans to yoga mats to Victoria’s Secret PINK NFL collection to bedazzled and plush flip flops. NFL apparel features on-trend product such as Reebok’s Field Flirt Animal Print Burnout Tee and Retro Sport Burn Out Tee. There are a variety of NFL items for female fans of all team affinities, styles and sizes, including junior, missy, plus-sized and maternity.
NFL women’s apparel is available at NFLShop.com, Kohl’s, JCPenny, Dick’s Sporting Goods and Walmart along with other select retailers.
The NFL also will host Fit For You 5K walk/run events this fall in Indianapolis on Saturday, October 30 and Washington D.C. on Saturday, November 13. Proceeds from the walk will support the NFL PLAY 60 Challenge, a joint program of the NFL and the American Heart Association that inspires kids to get the recommended 60 minutes of physical activity a day in school and at home. Fans will be encouraged to bring the whole family and wear their NFL apparel at the events.
The print ads, television commercial, and digital look book were produced by Grey NY. The NFL is working with Alliance, Grey Group’s Entertainment Marketing & PR Division, on the promotional elements including the webisode series and charitable Fit For You 5K walk /run events.