In advance of the 2020 season, the Los Angeles Rams unveiled a full rebrand with the goal of better representing the energy, creativity and boldness of the city. It was a forward looking vibe designed to look great on the streets of LA and under the bright lights of SoFi stadium. We revealed new brand marks, new color schemes, new fonts … and most importantly, new uniforms. The rebrand was a commecial success, generating millions in sales revenue in the first season.
For 2021, we stepped it up again and created a modern throwback. It celebrated the uniform worn by some of the franchise’s greatest players during some of its most memorable moments. Inspired by one of the classic Rams uniforms beloved by generations of fans, the new look pays homage to the jersey worn by Hall of Famers Jack Youngblood and Jackie Slater when they led the Rams to a Super Bowl appearance at the Rose Bowl in 1980, by Hall of Fame RB Eric Dickerson during his historic 1984 season, and by the record-setting offense known as the “Greatest Show on Turf” in 1999 when the Rams won Super Bowl XXXIV.
CHALLENGE
We wanted to keep the positive momentum from the 2020 Uniform Launch and improve our positive sentiment score. The biggest dectractors from the 2020 launch were some of our alumni, so we knew that we had to get their buy-in early and often throughout the process. The solution? Make sure that they were featured to help us bridge the past to the present and future.
SOLUTION
Knowing that we were looking to hit two audiences (1) traditional Rams fans and (2) next generation of “cool kids” in Los Angeles, we took the opportunity to create two lines of product. We lauched the jersey for our core fans, and the capsule collection for our new fans. We created content with our alumni to reinforce that we had their buy-in to our most vocal fanbase. And we leveraged our players, influencers and models to show that the collection looks just as good off the field as it does on it.
RESULTS
$500,000+ in sales in the first two weeks. An A+ sentiment score from PR. And thousands of happy fans.