As the NFL Super Bowl LVII approaches, True Classic, renowned for its “effortless, timeless, uncomplicated” fashion apparel, unveils its groundbreaking “Accidental Collabs” initiative, crafted in collaboration with its creative agency, nmbl. The campaign is set to coincide with the showdown between the San Francisco 49ers and the defending champion Kansas City Chiefs, airing on February 11 at 6:30pm ET on CBS.
Established in 2019, True Classic revolutionizes everyday menswear, offering functional yet stylish basics and accessories. With a commitment to inclusivity, True Classic caters to all body types, ranging from S to 4XL, with ultra-soft fabrics and intentional fits.
Embedded within True Classic’s DNA is a lighthearted and straightforward approach to direct-to-consumer (DTC) marketing. In January, the brand, alongside its social agency nmbl, introduced the “365 Pack” campaign, providing a solution for laundry woes by offering a chance to win a year’s supply of perfectly fitting shirts.
Kayla Santos, Head of Brand at True Classic, emphasizes the brand’s determination to stand out despite being a challenger in the industry. As anticipation builds for the Super Bowl, True Classic is gearing up to launch “teasers” featuring nine “stain-induced” food and beverage brands on its social media platforms. Followers are encouraged to engage with True Classic’s Instagram, X, and TikTok channels, anticipating and responding to these unexpected “Accidental Collabs.”
During the championship game, True Classic will capture viewers’ attention by posting entertaining clips of food and beverage brands accidentally staining its classic t-shirts, marking the first-ever real-time response to other brands’ ads. With over 110 million viewers expected to tune in, True Classic aims to amplify its presence and engage its 1 million+ subscribers through Live SMS and Mobile App Push notifications.
In an advertising landscape where Super Bowl ad slots come with a hefty price tag, True Classic disrupts the norm, inviting followers to share their own “accidental collabs” for a chance to win a pack of shirts. By fostering authentic interactions and embracing spontaneity, True Classic sets a new standard for brand engagement and DTC marketing.
Published in the United States in February 2024, the “Accidental Collabs” campaign epitomizes True Classic’s commitment to creativity, innovation, and connecting with its audience in meaningful ways. Partnering with nmbl, True Classic continues to push boundaries and redefine the retail services industry, one stain at a time.
