Detroit Lions Uniform Launch

ABOUT THIS ENTRY

The Detroit Lions launched a new set uniforms for the 2024 season on April 18, 2024. We wanted to give our fans an exclusive look at our new uniforms for the 2024 season.

How does this represent "Excellence in Engagement"?

Our launch was much more than a social contents. This campaign was thoughtfully crafted to go live around a global event in our own backyard: the NFL Draft. When the new uniforms were leaked, we had video to combat it. When we shared publically, it coincided with a live event reveal for our season ticket members. We also had product in stores for fan to purchase, and we made sure we had a footprint downtown as NFL fans flocked to our city for the draft.

Objective

With the recent success of the organization, we wanted to take inspiration from yesterday's legends and hand it off to todays roster. Reestablish the Honolulu Blue by working with Nike to adopt a richer tone of the unique color that harkens back to an earlier era. True silver was also something that we wanted to make its way back into the uniform.

We also listened to the players desire to bring back a black alternate option that embodied a new era of grit, attitude, and set to tackle the black and blue division.

Strategy & Execution

The new uniforms come following the success of the Lions 2023 season and convey a combination of the team's modern era and the legacy of a historic franchise.

Inspired in part by Ford's reimagination of the Bronco, the SUV served as a muse for the team in taking a classic look and creating a sharper interpretation for the modern era. You'll notice references to the motor ciry and the assembly line in the reveal and on the media day set.

We teamed up with Nike Design on our new primary jersey to create a fresh take of the uniforms worn by the early 90s teams. The striping across various pieces of the uniform were also inspired by the sleek design commonly seen on the iconic Mustang. Rooted in Detroit, the uniforms draw the connection between the team and the hardworking, passionate community the Lions represent.

Organizations

• Detroit Lions
• HeyFans.TV
• 4Wall Entertainment
• Display Group
• KLA

Links

•   Website

Featured

• Aidan Hutchinson
• Jared Goff
• Amon-Ra St. Brown
• Alim McNeill
• Penei Sewell

Credits

Jeremy Smoker
Executive Director of Content & Production
Detroit Lions

Ashley Strauss
Creative Director
Detroit Lions

Jeff Nguyen
Team Photographer and Assistant Creative Director
Detroit Lions

Dominic Veurink
Lead Designer
Detroit Lions

Katie Quinlin
Graphic Design Coordinator
Detroit Lions

Josh Mandujano
Graphic Design Coordinator
Detroit Lions

Devon Doxey
Director of Content Production
Detroit Lions

Neil Larson
Production Manager
Detroit Lions

Stuart Zaas
Director of Digital Media
Detroit Lions

Todd Marcy
Senior Director of Digital Operations
Detroit Lions

Derek Heitman
Senior Producer & Live Production Coordinator
Detroit Lions

Maxwell Hahn
Senior Producer
Detroit Lions

Erin Gibson
Producer
Detroit Lions

Ryan McPhail
Senior Producer
Detroit Lions

Andrew Frey
Director of Marketing Events
Detroit Lions

Samantha Barney
Senior Director of Marketing
Detroit Lions

Emily Griffin
SVP, Marketing and Brand
Detroit Lions

Anna Dabaldo
Marketing Manager
Detroit Lions

Juliana Ferrandino
Executive Assistant
Detroit Lions

Jess Shlenon
Manager, Game & Event Production
Detroit Lions

Matt Kaminski
Game & Event Presentation Manager
Detroit Lions

Ed Clark
Director of Production & Broadcast Operations
Detroit Lions

Ben Morgan
Game & Event Production Coordinator
Detroit Lions

Deshon Davis
Game & Event Production Coordinator
Detroit Lions

Lauren Harper
Social Media Manager
Detroit Lions

Tyrik Hutchinson-Junior
Social Media Coordinator
Detroit Lions

Hugo Bolanos
Social Media Content Producer
Detroit Lions

Joe Leahy
Vice President of Live Events
4Wall

John Gazette
Director of Audio Visual Productions
KLA