NFL x BaubleBar

Seeing the positive reaction and interest to the NBA Collection inspired BaubleBar’s licensing team to pursue a partnership with the NFL. The NBA collection was limited to just a few popular teams, so for the NFL x BaubleBar collection, they hoped to create accessories for each of the 32 NFL teams. That way, BaubleBar would be offering something to every football fan — no matter their team allegiance.

Similar to the NBA collection, the NFL partnership required me to do an extensive amount of market research to determine exactly what kind of content and positioning would resonate with both current and new customers. However, the NFL was a much larger and broader demographic than we had taken on previously, prompting an even more extensive competitive analysis and deep dive into the audience we would be speaking to.

I also needed to ensure that the content and copy we created met the NFL’s brand guidelines. Using the same process we implemented with the NBA, each asset we created was sent to the NFL for review. We didn’t always get their voice exactly right the first time, so editing our creative required an immense amount of collaboration with the NFL team and a willingness to be flexible and creative.

Armed with a deep understanding of each team’s fan base as well as the applicable NFL demographic, I successfully created content and copy strategies that were unique and brand-new in the sports fashion market. Specifically, I capitalized on the lack of truly on-trend sports merchandise — landing on a catchy, overarching positioning of “bringing fashion to football.” I also used a lot of football-related language to describe our products in a fun, fresh way.

The NFL x BaubleBar collection was another hit success, and we continued to launch collections with the NFL each year of my time with the brand. I project managed each of these launches, continuing to oversee positioning, content strategy, and copy.

Excitingly, our unique collaboration earned a shoutout from AdWeek, which I’ve linked below.