Mariota Fronts Fresh Subway Football-Themed ‘Trophy Talk’ TV Campaign

This fairly simple and straightforward campaign is more notable for moving away from Sunway’s past and pointing a way to the brand’s future than it is for its creative innovation or excellence.

It was back in April that Subway initially announced its partnership with the 2014 Heisman Trophy winner by unveiling an edible bust of the player made out of sandwich ingredients.

Mariota becomes the latest member of Subway’s ‘Famous Fan’ endorser team that also includes sports stars such as Clayton Kershaw, Mike Trout,Russell Westbrook, Robert Griffin III, Justin Tuck, Nastia Liukin and Pele.

The timing is of this Mariota campaign is sensible on multiple levels.

Not only is Mariota a fresh face at the start of a new NFL season, but he is also being widely tipped to be this year’s rookie of the season.

He looks set to become one of the hottest new names in the NFL and in sports endorsement.

Not only was he part of a brash, bold Beats By Dre ambush campaign during this year’s NFL Draft (see case study), but he is also currently fronting a new campaign by Nissan that similarly also revolves around the Heisman.

Thus developing an early association with such a potentially influential figure could also help in Subway’s battle to reverse its declining sales as it sees increasing competition from the likes of Chipotle.

Furthermore, Subway is seeking a fresh start and to distance itself from the tidal wave of understandable negative publicity following the arrest and conviction of former Subway spokesperson Jared Fogel for child pornography and underage sex crimes.