Although Allen Edmonds' (AE) new campaign features a roster of male business entrepreneurs, musicians, artists and adventurers, the campaign received a welcome spike in visibility Sept. 20.
That's when the shoe designer ran an ad during "Thursday Night Football." Right after the spot aired, the Cleveland Browns starting quarterback Tyrod Taylor got injured, sending in AE brand ambassador Baker Mayfield.
The Browns were down 14-0 to the Jets when Mayfield entered as QB. He then led them to a comeback, and they won the game 21-17, marking the first Browns win in 635 days. The last one was Dec. 24, 2016.
Mayfield — now the team's starting QB — is shown walking around in a football stadium in AE attire as a voiceover speaks about the brand's ethos.
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This media buy and timing were the result of incredible luck, says an agency spokesperson. The brand hopes to capitalize on this increased awareness with the broader rollout.
AE stores are being redesigned, beginning this month. The makeover covering ecommerce, CRM and catalog launched last week. This entire brand overhaul, developed with agency R2C Group, also introduces digital advertising, social media, and the first national TV campaign.
AE is also partnering with an array of American craftsmen to offer high-quality Made In America apparel items, bags and accessories under the "Artisans of Freedom" collection.