Jacksonville Jaguars X 89 Los Originals Merch Collaboration
The 7th Annual Awards
- Best Launch Campaign
ABOUT THIS ENTRY
We are entering the Jacksonville Jaguars' merch collaboration with 89 Los Originals through the NFL's Club Collaboration Program. 89 Los Originals is a vintage clothing brand founded by Jacksonville native, Carlos Foster. The collaboration is an NFL initiative that clubs participate in with vendors local to their designated marketing area. Carlos is a native of the neighborhood in the backyard of the Jaguars stadium, affectionately known as "OutEast,' where many of the team's most loyal fans reside.
How does this represent "Excellence in Engagement"?
For the first time, we implemented a season-ticket member presale, allowing our STMs the first shot at purchasing each of the limited collection’s drops via an exclusive link sent out the day before the general release.
The ’24 Jaguars London Tee Highlighted our International Market (The UK). 89 Los Originals commissioned legendary artist illustrator FRKO (Cartoon Network, Adult Swim, etc.) for a London-themed t-shirt. The marketing campaign (teaser and photoshoot) was shot at Jacksonville International Airport, aimed at engaging fans making the trek overseas for the games in England against the Patriots and Bears.
We also featured Jaguars International Player Pathway athlete Louis Rees-Zammit, a Wales native and former rugby superstar in the promo campaign.
The corduroy short set was our most unique drop and activation. For the photoshoot, held at the Jacksonville Downtown Riverwalk, we remade the iconic cover of classic rap duo EPMD’s 1989 “Unfinished Business” album cover. Posing rap artist Seddy Hendrinx, a Jacksonville native, and Foster, as EPMD, the launch post was published on Nov. 27. It received co-signs from original group member Erick Sermon and Janette Beckman, who shot the original cover.
On Instagram we collaborated with NFLStyle, NFLUK, FRKO, Jaxson de Ville and JaguarsUK.
Objective
The NFL's Club Collaboration program allows teams to collaborate with designers in their designated marketing areas to produce limited apparel specific to their region and fans.
Strategy & Execution
Thirty years since the organization’s inception, there couldn’t have been a better time to drop a new collection that looks and feels like 1995 while recapturing the energy many native and longtime Jacksonvillians felt way back when the Jaguars first took to the field at the stadium downtown.
Working with 89 Los Originals, a brand, founded and ran by a son of the city’s historic Eastside, Carlos Foster, and committed to recreating the timeless vibes of yesteryear with a new school twist was a perfect collaboration.
Organizations
- Jacksonville Jaguars
- 89 Los Originals
Featured
- Carlos Foster
- Lil Poppa Seddy Hendrinx
- Louis Rees-Zammit
- Nieja Jordan
- Sarah Westridge
- Shakarri Mack
- Jaxson de Ville
- Kam Mitchell
- Mob Squad Nard
- Ra Jackson
Credits
Nick Birdsong
Director, Digital and Social Media
Jacksonville Jaguars
Carlos Foster
Owner and Founder
89 Los Originals
Josianne Keenan
Social Media Coordinator
Jacksonville Jaguars
Will Pease
Digital Media Manager
Jacksonville Jaguars
Devin Carvajal
Creative Content Manager
Jacksonville Jaguars
Cameron Hicks
Social Content Producer
Jacksonville Jaguars
Ahmon Lott
Social Media Specialist
Jacksonville Jaguars
Jasmine McCrawford
Director of Brand & Strategic Initiatives
Jacksonville Jaguars
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.
