New York Jets 2024 Rebrand

ABOUT THIS ENTRY

In April 2024, after years of extensive ideation, research and testing, the New York Jets officially ushered in a new era of football by launching a multi-faceted campaign to introduce their new uniforms, primary logo and brand elements. Through dynamic, cross-platform storytelling and a bold new visual identity, the team achieved record breaking engagement, merchandise sales and media coverage – driving impact and reach across all generations of Jets fans.

How does this represent "Excellence in Engagement"?

The New York Jets’ 2024 rebrand campaign set a new standard for engagement, demonstrating the team’s undeniable power in storytelling, innovation and brand crossover. The team’s bold, cross-platform campaign leveraged full-funnel marketing to drive record-breaking results across social, digital and traditional platforms, objectively turning engagement into action – the most critical aspect of any great campaign. As one of the NFL’s most iconic franchises, the team was able to elevate their brand to fans around the globe, creating a legacy that fans would be proud to represent for generations to come.

Objective

The objective of the Jets’ launch campaign was to introduce a bold new identity for the team, featuring new uniforms, logos and an enhanced visual presence. Inspired by an iconic era of Jets football, every aspect of the new brand was modernized to resonate with the next generation of fans while honoring the team’s legacy. More than just a uniform launch, this campaign was intentionally crafted to create a striking visual impact in its most important settings—across all fan-facing platforms, at tentpole events and on Jets gamedays under the bright lights of MetLife Stadium.

During the April launch, the team carefully crafted a campaign that focused on deepening engagement with its loyal fans while expanding cultural relevance to attract new audiences. Ultimately, the campaign was designed to turn passion into action, driving merchandise sales, increasing digital consumption and solidifying the Jets’ position as a franchise rooted in both tradition and innovation.

Strategy & Execution

To achieve this objective, the Jets leveraged dynamic storytelling, bespoke social collaborations and a new visual identity to create a cohesive campaign that maximized impact, engagement and emotional connection. To showcase the team’s new identity, the team produced channel-specific content, personalized fan communication and groundbreaking visuals, including AI video production and 3D animation packages.

The campaign rollout was anchored by a large-scale social push with channel-specific executions. The team amplified its social resonance through innovative partnerships with celebrities (Josh Peck, Method Man, Hoodie Allen), influencers (Kam Edwards, Nick Kosir, Timm Chiusano, Sydney Belle, Jazmyn Smith, Megan Eugenio, Hannah Berner, Samantha "Sammi Sweetheart" Giancola), teams (New York Mets, New York Liberty) and others to reach new audiences beyond their traditional followers – authentically introducing their new brand through these unique and compelling voices.

Parallel to the social strategy, the campaign was amplified utilizing the Jets’ full ecosystem of traditional and marketing assets, along with key marketing campaign contributions from the NFL, MetLife Stadium and Fanatics.

Organizations

• New York Jets

Credits

Eric Gelfand
Senior Vice President, Communications & Content
New York Jets

Tim Kemp
Vice President, Marketing
New York Jets

Jose Rey
Senior Director, Creative
New York Jets

Jessica Blank
Senior Director, Marketing
New York Jets

Karis Felton
Coordinator, Marketing
New York Jets

Daniel Frazier
Manager, Creative Services
New York Jets

Keira Kinney
Manager, Creative
New York Jets

Ted Betsy
Graphic Designer
New York Jets

Eric Allen
Vice President, News Strategy
New York Jets

Jessica Ciccone
Vice President, Social & Digital Media
New York Jets

Dan Szpakowski
Senior Director, Content Strategy & Production
New York Jets

Seth Bradley
Director, Feature Productions and Original Programming
New York Jets

Tony Mancuso
Director, Digital Media Operations
New York Jets

Chris Ubbens
Director, Production Operations
New York Jets

Ethan Greenberg
Team Reporter/Producer
New York Jets

Austin Seabolt
Coordinator, Feature Programming & Cinematographer
New York Jets

Sarah Snyder
Manager, Photography & Digital Archival Services
New York Jets

Frank Lazar
Coordinator, Creative Brand Producer and Cinematographer
New York Jets

Pablo Mondragon
Coordinator, Content and Production
New York Jets

Kylie Sturgill
Coordinator, Social Media
New York Jets

Caroline Hendershot
Team Reporter
New York Jets

Tim Morgan
Motion Graphics Designer
New York Jets

Brittany Ehrlich
Coordinator, Social Media
New York Jets

Bobby Dougherty
Coordinator, Post Production
New York Jets

Michael Milea
Manager, Digital Assets & Operations
New York Jets

Sarah Conti
Producer/Editor
New York Jets

Nadia Pacheco
Assistant, Social Media
New York Jets

John Pullano
Assistant, Digital
New York Jets