The objective of the Indiana Fever x Stranger Things uniform was centered around promoting the upcoming fifth and final season of Stranger Things. Additionally, the WNBA Rebel uniform is meant to exemplify attitude, showcasing an unapologetic, irreverent and anti-hero design, and the Fever x Stranger Things uniform is exactly that.
The show is set in a fictional town called Hawkins, Indiana where the main character, Eleven, showcases supernatural powers. A typical mage is powerful, but weak in combat. Eleven breaks the mold of this stereotype, as a female lead who rises in opposition and isn’t afraid to take on a challenge. This same attitude is exemplified by the strength Fever players showcase on the court. The uniform takes the Upside Down and puts it on a jersey. The darker tone and jersey details embody the power of a mage ready for combat. The upside down particles are sprinkled over the entire uniform and the iconic Stranger Things font is used to spell out “Indiana Fever” across the chest. The vines from the upside-down travel down the jersey and onto the front of the shorts, while a mini-Demogorgon monster can be found on the short vent. “011” on the belt buckle relating to the show’s powerful main character and an upside down “Fever” on the back of the shorts.
In bringing back the Fever x Stranger Things uniforms, we wanted to create a massive moment for our team and the WNBA. Not only was it an opportunity to promote the show, but we wanted to engage fans with an iconic jersey and connect our fans to pop culture.
Our launch plan included more than 10 original pieces of creative, from video, illustrations, player reveal, influencer boxes and concourse activations for fans – we wanted to make the launch special.
We also created a special graphics package for a complete takeover on social during our Stranger Things game nights – turning our social pages and Gainbridge Fieldhouse into the Upside Down, making it a fully immersive experience for our fans.
In the first 48 hours of the launch and the first Stranger Things game, we were the most consumed sports team in North America on social media. This is an impressive feat when you consider that NFL training camps opened, and 40 MLB + WNBA teams played games.
It was also our largest single-day sales record, up 294% from our previous single day record of merch sales.
From the Fever accounts alone, we racked up more than 15 million video views and 1.2M social engagements, earning media hits from ESPN, Bleacher Report, CBS, FOX Sports, Front Office Sports, USA Today and more.