Everyone knows about “tailgating”, but millions of people can only follow their favorite NFL teams at home–enter “homegating”. The NFL developed an array of team-branded products with many of its licensing partners, which fans can use to create game-day celebrations in their homes.
The NFL needed help to promote the idea—and the products—in more captivating ways at retail—enter WD. The Green Bay Packers stadium pro shop was selected as the site to test our initial design strategy for creating a retail space that markets both the “homegating” concept and the items available for Green Bay “homegaters”.
We conducted focus group research to gain valuable insights into shopper motivations and the details of planning a game-day party. Using what we learned, we designed signage featuring eye-catching designs and inspirational photography alongside the “homegating” logo to help customers understand the concept in a more powerful and meaningful way.
We also provided designs for fixture headers as well as planogram and merchandising arrangement recommendations to compliment the overall display space. To maximize awareness, storytelling and sales using our designs and material specs, the NFL produced and installed the solution in time for the 2015-16 seasons. Early results were outstanding, with merchandise flying off the shelves.