Magazine article ADWEEK

Tin Kemp: Senior Director, Marketing New York Jets

Magazine article ADWEEK

Tin Kemp: Senior Director, Marketing New York Jets

Article excerpt

Adweek: Why rebrand now?

Tim Kemp: Our fans and our players have been asking for new uniforms for some time now. The last time we made a change was almost 20 years ago, and this is the first time in several years an NFL team has redesigned their core identity elements. Ironically, the brand launch is happening at a time when we are seeing a lot of positive change surrounding the team. With a new head coach this season, great free agent signings, a top pick in the upcoming NFL draft and an unbelievable core of exciting young talent, this is coming at the perfect time to really go out and tell our story the way we want it to be heard.

How did you approach the promotion of the new brand and uniforms?

Today--especially in New York--it's nearly impossible to break through the noise. We felt it was important to focus our efforts on fewer, deeper and bolder moments.

For example, we worked with Nike to develop 100 limited-edition seeding kits, which were sent to a very select list of personalities we felt could help amplify our messaging. Each kit contained hand-signed letters from our chairman and CEO, Christopher Johnson, along with customized uniforms.

We also collaborated with Jordan Brand and Jamal Adams to create three custom Air Jordan 1 low shoes, inspired by the newly unveiled uniforms. Each shoe represented a new uniform color and was made from custom football materials. This really helped us tap into an audience who otherwise would not have been vested in the campaign. …

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