Denver Broncos: Mile High Collection Uniform Launch
The 7th Annual Awards
- Best Launch Campaign
ABOUT THIS ENTRY
For the first time in 27 years, the Denver Broncos unveiled new uniforms. This entry is reflective of all the content created to support the debut of the Mile High Collection.
How does this represent "Excellence in Engagement"?
Through innovative content, we raised the bar by unveiling two uniform sets in the same day - both with dynamic storyline, cinematic effect and informative design. Given that it was our first uniform change in 27 years, we aimed to own the day and sports narrative across the social landscape.
Objective
With the first uniform change in the organization in 27 years, we set out to wow fans with our on-field look. The goal was to build immediate excitement over the change while also educating our fan base on the 'why' behind the new threads. Purposefully, we also teased and slightly delayed our throwback release as we knew many fans had strong opinions around wearing our throwback uniform style as our primary brand.
Strategy & Execution
Leading with a highly produced video, we aimed to capture the attention of fans on social with a cinematic story. After the video, we immediately followed with content intended to further the narrative, educate fans on the 'why' and give fans their first glimpse at players in the uniform through high-energy photos and video. We also strategically tipped fans to the idea of more to come with a nod to the throwback socks. Our distribution strategy specifically included a variety of content to keep fans engaged and informed through different mediums.
Organizations
- Denver Broncos
Credits
Kevin Johnson
Creative Director
Denver Broncos
Hailey Sullivan
Chief Marketing Officer
Denver Broncos
Celebrate in NYC
Join us for the 7th Annual Hashtag Sports Awards™ on the evening of June 24, 2025 as we celebrate finalists and reveal the winners of this year's awards live during the show.
