WEAR by Erin Andrews
Social Media Brand Launch

For the launch of Erin Andrews’ football apparel brand, WEAR by Erin Andrews, our team tackles an age-old question: What do women want — from their fan apparel, specifically. 

The arena for fashionable football fan apparel in the female market is slim and homogenous, with options overwhelmingly pinked, shrinked, and covered in rhinestones. Andrews’ WEAR line offers a solution to this space in the market, 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.

“Everwear. Anywear.” became the brand platform and consumer-facing tagline, establishing a creative universe and tone for the brand that informed all concepting and content. “Everywear. Anywear.” successfully articulates the ethos of the brand: granting audiences fashionable fan gear that lives beyond the confines of a sports world, contextualizing the versatility of the clothes, and celebrating expressions of female fandom outside of gameday.

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.

The final creative strategy launched in October 2019 with mass pre-order sales on Fanatics and NFL Shop. The brand surpassed KPI expectations and @wearbyea currently has an Instagram following of over 17K. “Everywear. Anywear.” continues to resonate with the brand, proving women have a place in sports and deserve the clothes to match.