Founder Erin Andrews Plays Biker Anti-Hero In WEAR Female Sportswear Valentine’s Day Spot

A Valentine’s Day, digital-first marketing campaign for WEAR by Erin Andrews is built around the benefits of genuinely knowing what your sports-fan partner is passionate about instead of buying awful last-minute gifts.

The women’s sportswear apparel range, created by star sports reporter and entrepreneur Erin Andrews, is positioned as offering gifting opportunities for those who actually know what their partners are passionate about.

The campaign is built around a set of social spots featuring Andrews as a John Wick/Atomic Blonde style action antihero: it depicts her patrolling the city on a motorcycle and snatching teddy bears, cookbooks and ‘I Love My Fiance’ mugs out of oblivious partners’ hands.

The hero ad highlights missed opportunities for consumers and for short-sighted brands.

 

 

 

 

 

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A post shared by WEAR by Erin Andrews (@wearbyea)

The campaign was co-produced by production company Liquid Light, retail partner Fanatics and WEAR partner SMAC Entertainment (a talent, production, brand and consulting agency).

“We’re having a good laugh about how men go for the easy way out for Valentine’s Day with flowers and teddy bears and all that, and it’s like, ‘All right, we’ve seen it all: Let’s help you with a couple ideas,” explains Erin Andrews herself (whilst adding that social media has significantly added to the pressure of Valentine’s Day). “Our biggest thing is just growing the awareness, getting it in people’s hands,” continued Andrews. “We’re the only brand at the game: I am literally at the game taking pictures with fans, listening to what they like and to what they don’t like, signing their WEAR products.”

“Nobody in sports owns Valentine’s Day,” added CEO of SMAC Entertainment and a partner in WEAR Constance Schwartz-Morini. “It’s a time of year that you have every sport in play, so we are going to plant our flag in Valentine’s Day for WEAR by Erin Andrews.”

WEAR is available from the NFL Shop and league partner Fanatics, as well as at major US retailers such as Amazon, Dick’s Sporting Goods and Nordstrum.

Comment

Valentine’s Day marketing so often targets those who simply don’t know what their significant others are truly passionate about and so, instead, fall back on clichéd gifts like chocolates, flowers, perfume and underwear.

With the 2023 Super Bowl, by far the USA’s biggest annual TV event, being played on 12 February it certainly makes sense to link Valentine’s Day marketing to sport this year. Plus, 47% of the NFL’s 188 million fans are women.

WEAR by Erin Andrews launched in 2019 and began producing apparel for NFL teams. As the brand has grown, football fans have seen Andrews hand clothing to Kansas City quarterback Patrick Mahomes to gift to his wife Brittany and share items from her collection with Gracie Hunt whose family own the Chief’s.