Lowe's has renewed its multiyear sponsorship of the National Football League and launched an integrated marketing campaign in September. The campaign kicking off the 2023 season features ads starring NFL players and promotes a limited-edition “DIY wrist coach” accessory available for free to shoppers in stores while supplies last.
The DIY wrist coach is an NFL- and Lowe’s-branded accessory designed like a quarterback’s portable wristband that contains different plays to reference during a game. It was particularly created with Millennials and new homeowners in mind and meant to be worn on the wrist to assist them with their home improvement projects by featuring their own “winning plays” and guidance, according to a media release.
The wristbands became available on Sept. 7 exclusively to in-store shoppers at select stores in Charlotte, Chicago, Dallas, Kansas City, Miami, Phoenix and San Francisco.
"At the intersection of Lowe's customers and the NFL's ever-growing loyal fanbase, we know there is an audience of first-time DIYers who want to put the sweat equity into their home, but don't always feel they have the skills,” Jen Wilson, senior vice president, enterprise brand and marketing, said in a media release. “We are excited to kick off the season with an integrated marketing campaign that continues positioning Lowe's as an empathetic, problem-solving brand that has our customers' backs."
Additionally, the campaign includes an updated roster of the “Lowe’s Home Team” players who are featured in a national television commercial and related marketing materials promoting the campaign and wristband. (The Lowe's Home Team is a group of professional athletes and Lowe's red vest associates that encourage shoppers to choose the retailer).
Lowe's recruited five new and returning players to roster this season, including Dallas Cowboys quarterback Dak Prescott, Kansas City Chiefs tight end Travis Kelce, San Francisco 49ers running back Christian McCaffrey, Arizona Cardinals offensive tackle Kelvin Beachum and Carolina Panthers quarterback Bryce Young.
Shoppers can peruse "Home Team Picks,” which feature Lowe's products of the Home Team, in stores and online. Online at Lowes.com/HomeTeam, shoppers can browse these products as well as additional downloadable home improvement project cards compatible with the DIY wrist coach accessory.
Lowe’s says this campaign is an extension of the "Lowe's Knows" creative platform that launched earlier this year and aims to establish Lowe's as a “trusted brand for both DIY and Pro customers,” per the release. The creative for the fall campaign includes 15- and 30-second TV commercials, in-store signage, digital and radio advertising, in-store audio and social media support.
In the TV commercials, Lowe's associates are seen coaching Lowe's Home Team players McCaffrey, Kelce and Prescott from the sidelines, giving them everything they need to knock out DIY projects at home.
In related news, Home Depot is also addressing the needs of current and future first-time homeowners and millennials with the recent launch of its “Homeowners Hub” within its website.