BOSTON--’47 Brand, a privately-held premium sports lifestyle apparel and headwear brand, today announced the launch of “LET YOUR YOU OUT” – its new global brand platform and creative campaign. The “LET YOUR YOU OUT” platform launches with a fully integrated campaign celebrating its long-term relationship with Major League Baseball. LIDS and MLB.com/shop will be the retail partners for the initial campaign that will extend until May 5. Following the launch, ’47 Brand will roll out the campaign globally across several independent retailers, as well as over event, social and digital channels.
’47 Brand worked closely with its creative agency of record, The Fantastical, to capture the true essence of ’47 Brand in “LET YOUR YOU OUT.” ’47 Brand’s diverse product collections and brand experiences promote individuality and urge consumers to be their true selves, using fashion as a form of expressing who they are. The brand does not seek to change people to fit their products, but rather empowers and celebrates who they are. No matter how you choose to express yourself, whether you are letting your fan out, your game out or your style out, “LET YOUR YOU OUT” can be center-stage for everyone.
“The ‘LET YOUR YOU OUT’ platform and creative campaign demonstrates the evolution of the brand and complements the direction that the business is headed by engaging with consumers, retailers and partners,” said Steven D’Angelo, one of the co-owners of ’47 Brand. “We have increased our marketing budget by over 100 percent from 2013, as we believe the marketing function is essential to achieving our overall business goals and elevating ’47 Brand to become a leader in the sports lifestyle apparel and headwear space.”
To kick off the “LET YOUR YOU OUT” brand platform, ’47 Brand will be running a nationwide campaign in 630 LIDS retail stores in 48 states, as well as on MLB.com/shop. LIDS stores will feature “LET YOUR YOU OUT” regionalized window banners for 30 MLB teams. LIDS will also have cabinet branding, and branded collateral for all store employees to wear and promote within each location. Following the LIDS and MLB.com/shop collaboration, ’47 Brand will unleash “LET YOUR YOU OUT” across various independent retailers.
“We saw an opportunity to leverage our wide portfolio of products, styles and looks to launch a platform that inspires consumers to embrace their personal sense of style and accent who they already are,” said Wayne Best, vice president of marketing for ’47 Brand. “We are excited to launch our new global platform and creative campaign, as we believe it will propel the growth of the brand and take our brand into new markets and our company to new heights.”
“’47 Brand has been a tremendous partner for Major League Baseball, and their products are extremely popular among our fans,” said Howard Smith, Senior Vice President, Licensing, Major League Baseball. “Their company has grown dramatically since the time we began working together and it is exciting to see ’47 Brand take this next step with their creative ‘LET YOUR YOU OUT’ platform.”
About ’47 Brand
’47 Brand is a privately held sports lifestyle brand founded in Boston, MA, by twin brothers, Arthur and Henry D’Angelo in 1947. The D’Angelos were entrepreneurial pioneers who were quick to see the future of sports licensing by selling pennants and other sports memorabilia on the streets around Fenway Park. Through a combination of hard work, sound instincts and incredible passion, the brothers were able to grow their business from a single street cart to a premier sports lifestyle brand that uniquely melds sport and style. Previously known as Twins Enterprises, ’47 Brand is currently managed by Arthur’s four sons, Bobby, David, Mark, and Steven. ’47 Brand is a proud partner of Major League Baseball, the National Football League, the National Hockey League, the National Basketball Association, and over 650 collegiate programs. ’47 Brand employs over 250 corporate and retail associates around the world and is headquartered in Boston and Dedham, MA.
For more information please visit www.47brand.com.
By press release
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