THE NEED

Academy Sports + Outdoors wanted to reinforce brand definition, build advocacy and drive sales consistently through its 23 sports partnerships and multiple local partnerships.

THE SOLUTION

Building on the iconic image of the Academy tailgate chair, Bespoke built an activation footprint with supersized tailgating chairs that traveled to sports and entertainment events throughout the country. The campaign consisted of three different tailgate chair tours and one-off events that traveled to hundreds of events across college football, college basketball, college baseball, the NFL, B.A.S.S. Elite series tournaments, Bassmaster Classic, CMA Fest, community fun runs, Academy stores, youth sports and more. The events featured an immersive footprint with two giant tailgating chairs, a social promotion, prize giveaway and sweepstakes.

OUR ROLE

We provided turnkey services from concept to activation management. Bespoke managed all scheduling, logistics, and creative and build-out from conception to execution. We also managed relations between the client and all properties, vendors, and field managers.