PROJECT: NFL “Fit for You” Homegating Pop-up Shop
CLIENT: Eventive Marketing
The Stadium comes Home in the NFL Homegating Pop-up
NFL, perhaps the world’s most recognized brand, still has growth in mind. Women of all ages and backgrounds are devoted fans, and NFL decided to engage with them
Partnering with Victoria Secret, NFL developed a line of fan wear specifically for women – the Fit for You collection. To launch the collection, NFL approached Eventive Marketing and Image 4 to design a 16-stadium Pop-up Immersive Brand Experience themed around Sunday Football at Home – Homegating.
New York Event Production firm Eventive asked Image 4 to team up on this pop-up shop for the NFL. NFL was looking to grow their marketshare with women – some of whom are rabid fans!
Eventive conceived a pop-up shop program that would travel to 16 stadiums. A complex merchandise program was developed featuring NFL-brand product and custom products from unique local craftspeople – from wedding gowns to boots to handbags.
Knowing how the Sunday afternoon is often reserved for family time watching your favorite team, Image 4 developed a theme of “Homegating”. The shop interior was decorated in “shabby Chic”, featuring rich wall patterns, carpets and chandeliers. Custom POP fixtures and changing rooms framed non-traditional merchandise presentation. Shopper traffic was heavy, so multiple cashwraps and iPad “Square” units were used to facilitate transactions.
The shop was designed to scale from 2800sf – 6,000sf, and accommodate non-linear spaces within the various stadiums. Each destination team received a custom-designed entrance fixture and mural, and projected lighting in team colors and logos tightened the localization.
The sell-through and brand development was so successful that NFL contracted the project for two additional seasons.