LAFAVRE + Jacksonville Jaguars Collaboration
The 6th Annual Awards
- Best Launch Campaign
ABOUT THIS ENTRY
LAFAVRE is a lifestyle brand based out of Jacksonville Beach that showcases the unique character of Duval County, North Florida and the South as a whole; the brand prioritzes locally sourced materials and making the final production touches in Jacksonville. Two years in the making, the Jacksonville Jaguars x LAFAVRE collaboration is a multi-piece collection released throughout the football season. It's a celebration of the culture of northeast Florida and a nostalgic nod to the origins of NFL football in Duval County.
How does this represent “Excellence in Engagement”?
This collaboration was a wonderful opportunity to lean into the identity of the clubs marketplace. Amplified a Jacksonville native whose company is based it the city resonated with fans across the world. Fans from Duval to London were excited to collect a piece of the collection and include it in a representation of their fandom. The collaboration was also enhanced with GQ highlighting photographers of the collection with our player, Jamal Agnew. This collaboration gave fans a chance to make their fandom wearable in a unique way and expanded how they could connect with our brand. Influencers also player a role in the brand growth of this campaign. Jacksonville Jaguars celebrity fans and indfluencers were gifted merch to showcase on their channels. This exposed the collaboration to people all over the world. This work is a catalyst for other sports entities owning or creating merchandise outside of the mass production vendors connected to leagues. After the Jaguars progject, LAFAVRE received offers to collaborate with teams across various sports on the professional and college level to make custom hats and merch for their brands as well.
Objective
The objective was to highlight a local brand, produce great work that fans would be excited to wear, and kickoff our season with a big way that represented the city.
Strategy & Execution
In today's game fans connect with teams in so many ways that are completely seperate from sitting at a stadium. We understood that and wanted to integrate our brand in the day to day lives of fans. The vision was to create clothing that embodied our brand identry of Soul & Swagger. LAFAVRE is connected to the soul of the city; they are a unique brand tha has grown from the grand with Jacksonville stitched into it's origin. The Swagger of the collaberation brough the various styles into effect. Golfers could look cool in their foursome, the nod to old school hip hop was expressed with our airbrush tee, ball players and beach goers could represent in the custom shorts and the LAFAVRE signature hat was a staple for all to enjoy.
Organizations
- Jacksonville Jaguars
- LAFAVRE
Links
Featured
- Andre Cisco
- Jamal Agnew
- Jaxson De Ville
- Lil Duval
- Fred Taylor
- Tony Boselli
- Netta Walker
- Jahaan Sweet
- KaMillion
- Ryan Murphy
- Bucky Brooks
- Deestroying
Credits
Nick Birdsong
Director of Digital & Social Media
Jacksonville Jaguars
Kasey Faver
Owner
LAFAVRE
Jasmine McCrawford
Director of Brand and Strategic Initiatives
Jacksonville Jaguars
Devin Carvajal
Creative Content Manager
Jacksonville Jaguars
William Pease
Digital Media Manager
Jacksonville Jaguars
Martin Torres
Photographer
Freelance
Matt Wilson
Photographer
Freelance
Ana Estrella
Stylist
Freelance
Asia Gholston
Vice President of Marketing
Jacksonville Jaguars
Celebrate in NYC
Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.
