Grip Boost is a challenger brand in the football glove market. Their product combines grip technology and optimized product fit to create gloves that exceed the performance of industry mainstays. We’ve worked with the founder of Grip Boost since its inception in 2016. To elevate the brand to the next level and ignite season sales, Grip Boost needed to leverage 2019 NFL opening weekend momentum. To capitalize on the season, lead the development and launch of their first ever endorsement campaign featuring Kansas City Chiefs star player, Tyreek "Cheetah" Hill, who is the fastest player in the NFL.
Grip Boost’s data highlighted the product’s superior grip as a key contributor to overall player performance. We positioned this differentiator as the core basis of a campaign strategy, featuring NFL players as proof of concept and entitling the group the Grip Boost Pro Team. The Team is composed of players who use the gloves and will showcase custom glove designs referencing players’ on field nicknames and personas. We designed a creative execution around his nickname, The Cheetah, and demonstrated how Grip Boost gloves enhance his speedy performance on the field. The core story and brand message were launched with video and still imagery on Grip Boost and Tyreek’s social media channels.
A behind-the-scenes extension of the campaign was created to help extend Grip Boost’s exposure to Tyreek’s extensive fan base. Through the BTS coverage, we were able to show off his personality while capturing quotes and moments with the product that a standard branded spot doesn’t. This gave fans an exclusive look at the process of working with the fastest player in the NFL while adding another consumer touch point for the brand.
Campaign performance resulted in 2.4M views, 800,000 engagements and +118% growth in social media followers, as well as two Addy awards.
Tyreek Hill x Grip Boost
- Branded Content
- creative direction