Lowe’s NFL Campaign Targets Millennial Homeowners
Lowe's is again activating its official sponsorship of the National Football League for the 2024-25 season (its sixth consecutive year) as well as its longstanding partnership with the Carolina Panthers and Dallas Cowboys for a fully integrated marketing campaign.
Kicked off in September, the “All the Ways We Help” campaign specifically speaks to Millennial homeowners and promotes the modern solutions Lowe’s has to help improve their "home game" this season, according to a media release.
The campaign will span several national TV spots, digital and social ads featuring Lowe's associates alongside the “Lowe’s Home Team” players, including new partner C.J. Stroud, the Houston Texans' quarterback. Stroud joins these returning members: Kansas City Chiefs tight end Travis Kelce, San Francisco 49ers running back Christian McCaffrey, Cowboys quarterback Dak Prescott, Panthers quarterback Bryce Young, New England Patriots quarterback Drake Maye and Arizona Cardinals offensive tackle Kelvin Beachum. (The Lowe's Home Team is a group of professional athletes and Lowe's red vest associates that encourage shoppers to choose the retailer).
"Our partnership with the NFL allows us to connect with a loyal fanbase of millennial homeowners who are looking for expertise to transform the vision for their homes into a reality," Jen Wilson, Lowe's senior vice president, chief marketing officer, said in the release. "We want everyone to feel empowered to tackle home improvement projects this season — even our Lowe's Home Team members, who need a little help, just like the rest of us, to complete their DIY projects. Alongside our Home Team members, Lowe's red vest associates and our assistive tools like our mobile app, we can help coach homeowners through their home projects."
Stroud, Prescott, Kelce and McCaffrey will star alongside Lowe's red vest associates in 15- and 30-second national TV spots that will run the duration of the NFL season. The ads will give fans a play-by-play breakdown of how the retailer can help them complete any type of home DIY project. The creative for the fall campaign will also include in-store signage, radio and in-store audio advertising, social media support and digital activity, including a dedicated hub within Lowes.com.
Brand Tie-Ins
This year, Lowe's is offering shoppers a unique way to celebrate their home team with official NFL licensed golf carts sold exclusively at the retailer. The all-electric carts feature vibrant colors and logos for 32 teams.
Sherwin-Williams’ Valspar paint also returns with the official paint colors of the NFL, showcased and available in-store and online in individual colors or kits.
Additionally, Lowe’s is elevating brand partners including Dewalt, Kobalt tools, Blackstone and Charbroil grills, EGO and Toro power equipment, Sta-Green lawn care, Stainmaster flooring, and PepsiCo and Mars as its team’s “Winning Brands” for DIY projects and tailgating via campaign support.