H&M Man Spring 2020
Building Affinity with Global Sports Superstars
H&M Man wanted to secure two inspirational global sports superstars to partner with for 2020’s spring collection for their ATL campaign video and in-store event who could capture a large global audience and resonate with audiences in the UK and US.
Securing High-Profile Sports Talent Who Bridge Fashion + Sport And Resonate Globally
ITB secured Britain’s premier football player, Raheem Sterling, who is well-regarded for his style by men across Britain previously being coined as “The World Cup’s best dressed players off the field”. Raheem was a perfect fit for the campaign because of his global recognizability and his ability to naturally bridge fashion and sport. For the US ITB secured D’Angelo Russell, who has acquired celebrity-like status for his athleisure streetwear dress sense and has trumped LeBron James by becoming known as the “NBA’s best dressed player”. With a respected, unique and strong personal sense of style, D’Angelo was the selected for his ability to influence as a fashion icon amongst men in the US.
Global Reach and Positive Sentiment
The campaign received much positive sentiment, especially from fans of the sports stars and with new and existing H&M consumers. The campaign featured in over 20 markets globally and across both talents’ social channels, H&M social/digital channel, ATL and OOO.