Lowe’s Cos. has teamed up with some NFL stars to promote and support do-it-yourselfers in getting home projects up and going.
In the sporting dimension, Lowe’s has renewed its multi-year contract with the NFL for the 2023 season, which will kick off with an integrated marketing campaign featuring a national television commercial, a refreshed roster of the Lowe’s Home Team players and the release of a limited-edition DIY Wrist Coach accessory. Just as quarterbacks today have a lineup of plays on their wrist device, Lowes is providing home project information on its work accessory, with a focus on home projects for fall.
Consumers also can visit Lowes.com/HomeTeam for featured products as well as additional downloadable home improvement project cards compatible with the DIY Wrist Coach.
In 2023, Lowe’s NFL partners are Dallas Cowboys quarterback Dak Prescott, tight end Travis Kelce of the Kansas City Chiefs, San Francisco 49ers running back Christian McCaffrey, Arizona Cardinals offensive tackle Kelvin Beachum and Carolina Panthers quarterback Bryce Young.
In the associated television commercials, Lowe’s associates will coach the company’s Home Team players McCaffrey, Kelce and Prescott from the sidelines, giving them everything they need to knock out DIY home projects at home.
“With the return of the NFL season, Lowe’s wants everyone, whether they’re our DIY and Pro customers or NFL stars, to feel equipped to take on home improvement projects and support the communities they love,” said Jen Wilson, Lowe’s senior vp, enterprise brand and marketing in introducing the initiative. “At the intersection of Lowe’s customers and the NFL’s ever-growing loyal fanbase, we know there is an audience of first-time DIYers who want to put the sweat equity into their home but don’t always feel they have the skills. We are excited to kick off the season with an integrated marketing campaign that continues positioning Lowe’s as an empathetic, problem-solving brand that has our customers’ backs.”
