NFL Stars Christian McCaffrey, Dak Prescott and Travis Kelce Help Lowe's DIYers Tackle Home Improvement Projects
Lowe's today announced the renewal of its multi-year contract with the NFL for the 2023 season, which will kick off with an integrated marketing campaign featuring a national television commercial, a refreshed roster of the Lowe's Home Team players and the release of a limited-edition DIY Wrist Coach accessory that will help fans take on home improvement projects this fall.
In the style of in-game NFL mic’d up videos, Lowe’s Red Vest Associates play the role of coaches giving NFL players Christian McCaffrey, Travis Kelce, and Dak Prescott advice on everything they need to win at home,” said Trevor Kuhn and Juan Vassallo, group creative directors at Deutsch LA.
“While Christian McCaffrey, Travis Kelce and Dak Prescott are All-Pro football players, when it comes to DIY they need a little coaching, just like the rest of us,” said Trevor Kuhn and Juan Vassallo, group creative directors at Deutsch LA.
"With the return of the NFL season, Lowe's wants everyone – whether they're our DIY and Pro customers or NFL stars – to feel equipped to take on home improvement projects and support the communities they love," said Jen Wilson, senior vice president, enterprise brand and marketing. "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. 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."
The Lowe's Home Team is a group of professional athletes and Lowe's red vest associates that encourages DIYers and Pros alike to rely on Lowe's as a trusted expert and partner. Lowe's is welcoming five new and returning players to the Home Team roster this season, including Dallas Cowboys Quarterback and Walter Payton NFL Man of the Year Dak Prescott, Pro Bowl Tight End Travis Kelce, Pro Bowl Running Back Christian McCaffrey, Offensive Tackle Kelvin Beachum and Carolina Panthers Quarterback Bryce Young, the No. 1 overall pick in the 2023 NFL Draft.
"Many of the athletes on the Lowe's Home Team are just like our customers: They are new to the repair and maintenance projects that come with home ownership, and they care about their communities. We want them to know they can depend on Lowe's and our red vest associates to provide the support, advice and products they need to accomplish their projects. Throughout the NFL season, fans and customers can expect to see the Lowe's Home Team players working alongside our expert red vest associates to tackle projects at home and in local communities nationwide, while also learning about products the Home Team players have come to love across our stores and online," Wilson said.
