Fruit of the Loom at X-Games and Lollapalooza 2018

CHALLENGE

In the summer of 2018 Fruit of the Loom promoted their new Everlight Underwear product. Executions took place in conjunction with sponsorship at X-Games and Lollapalooza.

STRATEGY

Goal was to introduce the new Fruit of the Loom Everlight Underwear to fans at both X- Games and Lollapalooza in an unconventional & extreme way to mimic the “EverLight” quality of the product.

Fans were given the opportunity to experience being as light as air and take their chances at capturing the Golden Fruit of the Loom Prize balloon.
Each gold balloon was filled with a different prize slip (custom skate decks, after show tickets, gift cards, etc). Giving each fan the chance to receive a different prize than the person before or after them.

For each event influencers and athletes came by the space to hype up the engagement and post to their own channels.

RESULTS

- Over 20,000 product samples given away
- Over 1,000 participating claw riders

Media Coverage
ESPN, “50 Reasons to Attend” (Date: May 30, 2018)

Broadcasting & Cable, “Nexcare, SoFi New Official Sponsors for ESPN’s X Games” (Date: July 16, 2018)

Urban Helmet USA, “All You Need to Know About X Games Minneapolis 2018” (Date: July 17, 2018)

ESPN, “ESPN Unveils Sponsors for X Games Minneapolis 2018” (Date: July 17, 2018)

TIME OUT CHICAGO – “THE FIVE BEST THINGS WE SAW AT LOLLAPALOOZA ON FRIDAY”
IMPRESSIONS: 2,719,355

TIME OUT CHICAGO – “EVERYTHING YOU NEED TO KNOW ABOUT LOLLAPALOOZA 2018”
IMPRESSIONS: 2,719,355

BUZZFEED – “HERE IS THE PERFECT UNDERWEAR IF YOU HATE HOW CLOTHES FEEL ON YOUR BODY”
IMPRESSIONS: 17,659,788