Challenge:
Knowing that the male consumer is hugely influenced by culture when it comes to their fashion choices, we wanted to partner with leading Jack & Jones stockist, Sports Direct to create a moment that could align the brand to music – helping to enhance the aspirational appeal of the product and create relevance for our target customer.
Response:
We secured a box on behalf of the brand to watch Drake live on stage. Styling the space as a ‘lads hang out’ experience, we packed the box with influencers wearing key pieces who could help us reach the Jack & Jones man.
To enhance and ensure alignment with Sports Direct, we partnered with the retailer to run a competition where 2 x customers could win a spot in the box too – helping to widen the impact and encourage community love. Sports Direct covered the activation on their social and through email helping to further extend the reach.