Objective

In 2023, the Minnesota Vikings teamed up with Nike and the NFL to create 'The Vikings Classic' uniforms, fulfilling fans' decade-long desire for throwback uniforms. To support the launch of the uniforms, the Vikings developed a comprehensive branding campaign inspired by vintage memorabilia, evoking nostalgia and authenticity to amplify the impact of this highly anticipated release. 

Our primary objective was to Leverage the introduction of a 4th uniform (previously unused) to generate a new revenue stream. This initiative involved not only the sale of the new, Classic jersey but also extending our offerings to include official sideline apparel and launching a dedicated 'Classic Collection' apparel line. Our overarching goal was to drive revenue while simultaneously strengthening brand loyalty among existing fans and captivating a new generation with designs that offer a modern interpretation of vintage aesthetics. 

Secondary Objective: Leverage this initiative to prioritize the satisfaction and acknowledgment of our esteemed supporters, particularly Season Ticket Members (STMs), Suite holders and Vikings Partners, by providing them with exclusive opportunities for engagement and recognition. 

Strategy

The Classic uniforms were designed directly in response to decade-long requests from fans. Vikings fans wanted it and the Vikings responded with modern classic that was inspired by the iconic aesthetics of the 60's and 70's, paying homage to the Minnesota Vikings' rich history. To amplify the impact of the uniforms, the Vikings orchestrated a comprehensive campaign, including a social and digital takeover and specialty merchandise line. The Vikings didn’t simply wear Throwback uniforms, but they created an immersive experience inspired by vintage Vikings print collateral and memorabilia that would not only appeal to the longtime fan from that era, but to a newer, younger audience that is drawn to modern vintage. The campaign took vintage inspiration and modernized it to create a new look that was nostalgic yet modern and authentic to the young team. This immersive branding extended to stadium elements such as videoboards, print programs, cheer uniforms, banners, concessions signs, and collectibles, evoking nostalgia and authenticity.   

In addition, to the exclusive virtual unveiling, the Vikings hosted a Classic Preview event at U.S. Bank Stadium on the Friday preceding the game, exclusively inviting select STMs, Suite Holders, and Corporate Partners. This high-end affair was themed around the classic concept and provided a preview of the new, distinctive classic showtime and branding. On game day, attendees were presented with commemorative pins, customizable to proudly display the year they became an STM. 

Results

The Classic swiftly became a fan favorite, ranking among the top 5 highest-selling alternate jerseys in Fanatics' history.  

• The Vikings saw a 5% increase in jersey sales YOY despite injuries and no playoff appearance.  
• 40% of all jerseys sold in 2023 were Classic​; 25% points above goal.  

Engagement- 

• 85 posts across IG/X/Facebook for a total of 17.5m impressions  
• Highest engaged post was an IG carousel outlining uniform details (200K+ engagements) 
• Increased engagement on uniform posts vs. previous 3 months posts 

• IG: +141%; X: +125%  

Impact 

• Goal: Avg. 9/10 on “Fan Excitement at Kickoff” survey. Average rating: 9.3; 103.3% of goal 
• 97% of fans gave us a positive crowd energy rating at kickoff 
• 75% of game attendees knew about the theme and enjoyed it 

Despite the loss, the Vikings achieved positive results from the Classic game, as shown by the following metrics in September 2023: 

• STM Sense Valued 14% YOY 
• Brand Health Index 45% YOY 
• Merch Revenue 93% YOY 
• New Social Followers 33% YOY 
• GenZ Database 51% YOY 
• Merch brought 1/3 of new to database contacts 
• Merch was up 40% in Sept. YOY 
• Online Jersey sales were up 115% YOY; 42% were classic 

Media