Sundays are for Atlanta Falcons Football. Atlanta Falcons Football is for Atlanta culture. What started a few years ago as a limited lifestyle retail collection run during season kickoff has evolved into an iconic Atlanta lifestyle brand.
“Sundays” is now a multi-faceted, annual campaign centered on high-heat apparel offerings, immersive experiences, and an influencer network synonymous with the essence of Atlanta culture. “Sundays” has become a mindset: gameday to every day.
Our campaign goal was to maximize the energy and excitement for the 2024 Atlanta Falcons season by providing culturally authentic touchpoints with fans to drive a meaningful connection between the team and the city.
DESIGN
The Sundays Retail Collection, a focal point of the campaign, is a yearly lifestyle-forward capsule collection from the Atlanta Falcons, designed fully in-house. The bold, yet understated design of Sundays is a tribute to modern luxury fashion, allowing fans to seamlessly transition from stadium to studio.
The 2024 collection incorporated new sports styles, such as rugby and baseball jerseys, and a wider range of colorways to diversify our offerings and appeal to a broader audience.
PHOTO SHOOT
This iconic Atlanta brand deserved an iconic Atlanta venue as the backdrop for asset curation. Our chosen venue, the Tabernacle was originally built in 1911 and now serves as a popular concert venue in the heart of downtown Atlanta. We leveraged the unique setting to shine a spotlight on the new collection.
PLAYER CONTENT
Players are the ultimate game-changers and influencers for our fans on and off the field. The collection was teased to fans via a video featuring two star players, Bijan Robinson and A.J. Terrell Jr. The players spoke about the cultural impact of Sundays in Atlanta while getting a first look at the new swag. Their reaction was captured and shared on our social platforms.
Players provided sustained organic promotion for the collection throughout the season as several players repped Sundays swag in gameday arrival photos.
INFLUENCER EVENT
In addition to leveraging player influencer content, we hosted a collection launch event for notable Atlanta lifestyle influencers. The event was hosted at the Delta Flight Museum, allowing us to collaborate with one of our founding corporate partners, Delta Air Lines.
The event featured a fashion show with Atlanta celebrities donning the 2024 Sundays Collection. Models included the Mayor of Atlanta, TV and Radio Personalities, Former Miss Georgia and more, with an aggregate IG following of over 2.9M.
500 guests attended the event (2x the number of 2023 launch event attendees), each receiving swag bags with the crew neck from the collection. Comedian Desi Banks (8.8M followers) was just one of the notable guests in attendance.
Attendees shared the event experience and their excitement for Sundays with their social followers, allowing us to reach new audiences. The collection launched online to the public following the event via a mix of digital, physical and in-stadium promotional tactics.
DIGITAL
As a capstone for the campaign, we created a video celebrating the gameday experience, because Sundays = Atlanta Falcons gameday. We captured the atmospheric moments around Mercedes-Benz Stadium, from fans tailgating to on-field moments to celebrations in the stands. We showed the connection to the city through aerials shot on drone and the fan pageantry as they filled the stadium.
Footage was captured over two games: our home opener (Week 1) and Sunday Night Football (Week 3). The video was posted prior to Week 4 for sustained fan energy around Sundays following kickoff.
In addition to ongoing retail support across our main social account, @AtlantaFalcons, as well as our lifestyle account, @FalconsFits, this video served as a statement piece of content for Sundays.
The 2024 Sundays campaign was the most successful to date. The collection was a key driver for a record-breaking year of retail sales:
Gameday retail sales were the highest all-time in the history of the Atlanta Falcons
Gameday and in-store sales increased by 22% YoY; online sales increased by 21% YoY
We surpassed our Sundays collection sell-through goal, and saw major year-over-year increases:
69% sell-through of retail collection after first 30 days (goal was 60%; 2023 sell-through over same period was 52%)
+78% YoY in units sold on launch day
+80% YoY in units sold after first 30 days
+96% YoY in units sold in-venue after first 30 days, demonstrating fans’ association with the Sundays collection and gameday
Social feedback was overwhelmingly positive. The increase in sales volume after an already successful 2023 campaign further demonstrated our fans’ excitement for Sundays in Atlanta.
The now iconic Sundays brand continues to resonate strongly with Atlanta Falcons fans. Designs have already been completed for 2025, and planning for a new, high-end launch event are underway as our fans patiently wait for Sundays in Atlanta to return.
