WEAR by Erin Andrews | Social Brand Launch

The arena for fashionable football fan apparel in the female market is slim, homogenous, and overwhelmingly pinked, shrinked, and covered in rhinestones. Erin Andrews’ WEAR line offers a solution, giving women the power to stay true to themselves while expressing their fandom. Our team’s objective was to, first, develop a creative platform then, second, create a fanbase and demand for WEAR on social for the brand’s launch.

To launch the WEAR brand on Instagram, “Everywear. Anywear” became the backbone for all tease, launch, and sustain content, filtered through Erin Andrews’ master brand tone of strong, confident, aware, and real. The approach included branded profile bio and unique hashtag that embodies the brand; influencer integrations and seed kit in the form of a fashionable see-through bag that both adheres to stadium policies and has style; tactics for sweepstakes and user-generated content; multi-part IG video and still photography tease content, scalable launch activations with brand partnerships to generate excitement in local markets; and social franchise development to increase awareness and sustain long-term engagement.