Non-Profit
Education
Strategy
Branding
Creative Direction
Packaging
Website
Social Media
Underdog Apparel is a mission-driven apparel line started by Jason Kelce to fund programs that improve the lives of Philadelphia’s youth. The brand was created to celebrate the incredible community of Philadelphia, while also creating a better future for the next generation.
With a brand focused on giving back and making a positive impact, we had to ensure that the packaging fit the Underdog ethos. To accomplish this, we chose natural, recycled packaging to reflect to essence of the brand and minimize carbon footprint.
We worked with local illustrator Bruno Guerreiro to create a suite of limited edition t-shirts celebrating active and retired Eagles players. The goal was to create a line of “sports nostalgia” apparel to be worn for decades to come.
We partnered with REC Philly to orchestrate two photoshoots to capture Underdog’s first line of apparel. The first photoshoot was set at NovaCare, the Eagle’s official training facility. 14 Eagles players generously offered their time to model the new line.
The second photoshoot was shot at REC Philly’s photo studio with a collection of local Philly models.
Within the first three days of the website launching, Underdog did $100,000 in sales. Check out the website here.
In this social media case study, we delve into the dynamic 10-month journey of managing Jason Kelce’s emerging apparel brand, Underdog PHL. Avenue West played a multifaceted role, serving as the marketing team, strategists, content producers, and creative directors, driving the evolution of Underdog PHL’s brand identity.
We crafted a strategic roadmap that included a mix of engaging content, storytelling, and community-building initiatives. By skillfully integrating elements that resonated with the Eagles’ underdog spirit, we harnessed the power of nostalgia while also building a new brand voice for Underdog PHL.
Over a 10-month period, Underdog PHL experienced a significant upswing in brand recognition and engagement levels. The brand voice transitioned from being solely about The 2018 Eagles underdog moments to celebrating the everyday underdog in all of us. This metamorphosis resonated deeply with Jason Kelce’s fans, who eagerly embraced Underdog PHL’s unique spirit.
This case study is a testament to the power of effective social media management in transforming a niche following, into a dedicated digital audience. It serves as a testament to the art of seamlessly merging sports loyalty with brand loyalty through strategic marketing.
