American Threads: A Home Field Advantage
In 2013, The Game launched a collection of collegiate apparel made exclusively in America. From cotton field to playing field, the American Threads Collection paid homage to the home grown spirit of American sports. The trajectory of their apparel mirrored the trajectory of the athletes they celebrate, from local and humble beginnings to the nationally televised stage under bright stadium lights.
Focusing on creating jobs for Americans and backing local communities paved the way for messaging that really hit home with sports fans. I tapped into that fierce home-team pride and turned it into a powerful rallying cry to take action.
I zeroed in on the loyalty and pride fans have for their college teams — that’s the home field advantage The Game earned with their American Threads collection.
