Sundays: Atlanta, GA

ABOUT THIS ENTRY

“Sundays” is a multi-faceted, annual campaign centered on high-heat apparel offerings, immersive experiences, and an influencer network synonymous with the essence of Atlanta culture.

How does this represent "Excellence in Engagement"?

Since the first Sundays campaign launched in 2022, it has been highly regarded by our fans, the city and the sports industry. The first year of the collection earned us 2022 NFL Club Retailer of the Year. Now in year three, the collection led to the highest all-time gameday retail sales in the history of the Atlanta Falcons, and significant year-over-year increases in units sold.

The now iconic Sundays brand continues to resonate strongly with Atlanta Falcons fans, and the greater Atlanta community. Our collection launch event had over 500 notable influencers in attendance, more than double the amount of 2023 launch event attendees.

Sundays continues to serve as an anchor for what the Atlanta Falcons mean to the city, and what the city means to us. Designs have already been completed for 2025, and plans for a new, high-end launch event are underway as our fans patiently wait for Sundays in Atlanta to return.

Objective

Sundays are for Atlanta Falcons Football. Atlanta Falcons Football is for Atlanta culture. What started a few years ago as a limited lifestyle retail collection run during season kickoff has evolved into an iconic Atlanta lifestyle brand. 

“Sundays” is now a multi-faceted, annual campaign centered on high-heat apparel offerings, immersive experiences, and an influencer network synonymous with the essence of Atlanta culture. “Sundays” has become a mindset: gameday to every day. Sundays is a tribute to modern luxury fashion, allowing fans to seamlessly transition from stadium to studio. 

Our campaign goal was to maximize the energy and excitement for the 2024 Atlanta Falcons season by providing culturally authentic touchpoints with fans to drive a meaningful connection between the team and the city.

Strategy & Execution

**DESIGN** 
The Sundays Retail Collection, a focal point of the campaign, is a yearly lifestyle-forward capsule collection from the Atlanta Falcons, designed fully in-house. The 2024 collection incorporated new sports styles and a wider range of colorways for broader appeal.

**PLAYERS**
A collection teaser video featuring two star players showed the players reflecting on the cultural impact of Sundays in Atlanta while getting a first look at the new swag.

Players promoted Sundays organically all season by wearing swag in gameday arrival photos. 

**OTHER INFLUENCERS  **
Our collection launch event featured a fashion show with Atlanta celebrities donning the 2024 Sundays Collection. Over 500+ notable lifestyle influencers attended, including comedian Desi Banks (8.8M followers). Models included the Mayor of Atlanta, Former Miss Georgia and more, with an aggregate IG following of 2.9M+.

Guests shared the collection with their followers, allowing us to reach new audiences. After the event, the collection launched publicly through a multi-channel media mix.

**DIGITAL** 
In addition to ongoing Sundays messaging across social, we created a statement Sundays video celebrating the gameday experience, because Sundays = Atlanta Falcons gameday. We captured the atmospheric moments and fan pageantry around Mercedes-Benz Stadium to showcase the meaning of Sundays in Atlanta.

Organizations

• Atlanta Falcons

Links

•   Website

Credits

Larry Luk
Senior Creative Director
Atlanta Falcons

Jackson Sipes
Design Manager
Atlanta Falcons

Jack Ozmer
Sr. Graphic Designer
Atlanta Falcons

Abigail Jackson
Graphic Designer
Atlanta Falcons

Grace Eberhard Eberhard
Graphic Designer
Atlanta Falcons

Josh Kluchka
Creative Operations Manager
Atlanta Falcons

Nisha Schmitt
Sr. Director, Retail
Atlanta Falcons

Tatiana Logreira
Retail Operations Specialist
Atlanta Falcons

Caroline Via Via
Retail Operations Coordinator
Atlanta Falcons

Shannon Joyner
Vice President, Marketing
Atlanta Falcons

Kabrione Coleman
Sr. Manager, Experiential Marketing
Atlanta Falcons

Laura Lanier Lanier
Sr. Marketing Manager
Atlanta Falcons

Emily Giombi
Brand Marketing Coordinator
Atlanta Falcons

Scott Kegley
Vice President, Digital & Production
Atlanta Falcons

Ryan Delgado
Director, Social Media & Influencer
Atlanta Falcons

Jackie Kinney
Manager, Social Media
Atlanta Falcons

Elisia Landis
Digital Manager
Atlanta Falcons

Kelsey Duncan
Digital Operations Coordinator
Atlanta Falcons

Brandon Magnus
Sr. Manager, Photography and Digital Asset Management
Atlanta Falcons

Shanna Lockwood
Manager, Photography
Atlanta Falcons

Mitch Martin Martin
Team Photographer
Atlanta Falcons

Jay Bendlin
Team Photographer
Atlanta Falcons

Emilie Leveille
Sr. Communications and Media Relations Specialist
Atlanta Falcons

Austin Hittel
Sr. Director, Video Production
Atlanta Falcons

Davis Paul
Director
Lovely Day

Kia Dahl Dahl
Producer
Lovely Day

AJ Sjostrom
Videographer
Lovely Day

Rob McEnaney
Videographer
Lovely Day