GILDAN: THE UNOFFICIAL OFFICIAL SPONSOR

Challenge: Gildan, a wholesale apparel manufacturer, shifted into the retail space to compete with household names like Hanes and Fruit of the Loom. Gildan’s goal was to lead with products and campaigns built around millennials. Our challenge was to extend this core strategy into the experiential space.

Insight: Millennials are nostalgic creatures who value experiences over things and look for authenticity everywhere. And, Gildan holds the perfect balance of nostalgia, authenticity, and connection to our most memorable experiences. How? Gildan might not be a household name, but it is a household item. Our closets are full of concert tees, sports memorabilia, and intramural jerseys all brought to you by Gildan.  Even if we don’t realize it, Gildan has played a supporting role in some of our most memorable life stories. 

Solution: We created a traveling festival tour positioning Gildan as “The Unofficial Official Sponsor” to tap into the memories millennials associate with the brand without realizing it. The interchangeable content strategy delivered a humorous, shareable tone and allowed us to customize the messaging based on the specific environment. We took the campaign to Hangout Fest, CMA Music Festival and the Wisconsin State Fair, with unique brand activations, branded giveaways, guerilla signage, and shareable moments.