Multi-Platform and Event Based Program Features Lena Ward, Wife of Colts COO Pete Ward
NFL Launches New Destination for Female Fans at NFL.com/women
Prior to the big Monday Night Football meeting between the AFC South rivals Indianapolis Colts and Houston Texans, the Colts and the NFL are inviting fans to come show their support for the team and 'Play 60' at the inaugural NFL 'Fit For You' 5K walk/run event on Saturday, October 30 at 8:30 am ET. The walk/run starts at Celebration Plaza at White River State Park, continues along the Canal Walk and finishes back at Celebration Plaza
Early registration, fundraising and more information is located at www.nfl.com/women.
The registration fee for the 5K is $5 and proceeds will support the NFL PLAY 60 Challenge, a joint program of the NFL and the American Heart Association that inspires kids to get the recommended 60 minutes of physical activity a day in school and at home. Fans are encouraged to bring the whole family and wear their NFL apparel at the events. Participants will have the chance to win tickets to Super Bowl XLV as well as a VIP experience at a Colts home game.
Celebration Plaza also will host interactive zones for fans, including the "Colts In Motion traveling museum," a PLAY 60 area with football and fitness activities, and a Reebok tent.
On Saturday, November 13, the Washington Redskins and the NFL will host a second 5K.
The NFL 'Fit For You' 5K is part of a new marketing campaign celebrating female fans this year featuring the wives and daughters of prominent NFL coaches, team executives and players, including Lena Ward, wife of Indianapolis Colts COO Pete Ward. The new campaign, tagged with the line NFL Women's Apparel, Fit For You, shows women how to dress up their team apparel for a night on the town, a day at the gym, casual Friday at the office or a Sunday at the stadium.
The effort highlights ways female NFL fans can embrace football while staying true to their style and enjoying a healthy lifestyle.
Anchoring the campaign are seven print ads featuring real women of the NFL family modeling NFL apparel combined in a stylish way with every-day wear. NFL women featured in the ads include:
• Christy Cooley (Wife of Chris Cooley, Washington Redskins Tight End)
• Linda and Hope Del Rio (Wife and Daughter of Jack Del Rio, Jacksonville Jaguars Head Coach)
• October Gonzalez (Wife of Tony Gonzalez, Atlanta Falcons Tight End)
• Michelle Ryan (Wife of Rex Ryan, New York Jets Head Coach)
• Laurie Schaub (Wife of Matt Schaub, Houston Texans Quarterback)
• Tanya Snyder (Wife of Dan Snyder, Washington Redskins Owner)
• Lena Ward (Wife of Pete Ward, Indianapolis Colts COO)
The television commercial shows women giving men back their oversized jerseys. Snyder, Cooley and Alyssa Milano, the designer of Touch NFL women's wear, make cameos and at the end of the commercial, a woman is revealed wearing apparel that fits her perfectly. The TV spot launched Kickoff weekend and starting in October the print ads will appear in magazines including InStyle, Shape, People, Marie Claire and Sports Illustrated. Daniel Jackson, a London-based high-fashion photographer, shot the print ads. Tiina Laakkonen, a top fashion stylist from Finland, styled the women.
To complement the ads, the NFL is launching NFL.com/women, a micro-site that will host a webisode series, video contest and look book. The webisode series entitled "Beyond The Sidelines" features interviews and home videos with Cooley, Gonzalez, and Ward who discuss the NFL, their home life, tips for staying fit, keeping family life fun and healthy, their charitable work, and how they style their NFL women's apparel.
Fans are encouraged to submit videos for the "Strut Your Fit" contest, showcasing their NFL style, team spirit and love for football. The grand prize is a VIP trip package for two to Super Bowl XLV in North Texas in February. Two first prize winners will each receive a $500 gift card to NFLShop.com.
The look book will highlight apparel and accessories available to female NFL fans and explain where these items are available. The licensees featured in the ads and look book include GIII, VF, Reebok, Concept One, Little Earth, Logoart, For Bare Feet, Modo and Gametime.
New this season, the NFL is offering its female fans everything from customized jeans to yoga mats to Victoria's Secret PINK NFL collection to bedazzled and plush flip flops. NFL apparel features on-trend product such as Reebok's Field Flirt Animal Print Burnout Tee and Retro Sport Burn Out Tee. There are a variety of NFL items for female fans of all team affinities, styles and sizes, including junior, missy, plus-sized and maternity.
NFL women's apparel is available at NFLShop.com, Kohl's, JCPenny, Dick's Sporting Goods and Walmart along with other select retailers.
The print ads, television commercial, and digital look book were produced by Grey NY. The NFL is working with Alliance, Grey Group's Entertainment Marketing & PR Division, on the promotional elements including the webisode series and charitable Fit For You 5K walk /run events.