Brand Experience
BOSS
BOSS NFL Draft 2024
year
2024
capabilities
BOSS set out to amplify its NFL partnership and elevate its brand visibility at the NFL Draft in downtown Detroit. Building on the momentum from last year's draft, the brand focused on captivating NFL fans in search of stylish attire. With an eye on creating cutting-edge products and engaging experiences, BOSS targeted the fashion-savvy younger millennials and Gen Z—those who thrive at the vibrant crossroads of style and sports.
TAIT designed an immersive NFL fan experience that aligned with BOSS’s goals. The centerpiece was a branded product display trailer showcasing exclusive BOSS NFL draft merchandise. A customization station was added where guests could personalize their purchases, enhancing the connection with the brand. A strategically placed branded tent complemented the trailer, unifying the BOSS presence and amplifying brand visibility.
The event significantly boosted BOSS’s brand awareness and relevance among a new, style-conscious demographic. The strategic placement in downtown Detroit, combined with tailored experiences and fashionable products, effectively engaged the young, sports-enthusiast audience. The setup not only highlighted BOSS’s premium craftsmanship but also reinforced its position within the sports fashion context. This strategic approach deepened BOSS’s NFL partnership and set the stage for further engagement with a crucial target audience during a key sporting event.
Credits
produced by
productionglue, now tait
Nike, Jordan Brand
Jordan All-Star Weekend
Frieze