OVERVIEW

In our most ambitious production to date we partnered with Fanatics, the global leader in licensed sports merchandise, to develop two commercial campaigns—one for the NHL and another for the NBA. 

In the sports retail world, Fanatics is the exclusive network for authentic sports apparel and merchandise. Operating on a global scale, they ensure fans have access to their favorite sports gear. Fanatics is known for its ongoing innovation of e-commerce and technology infrastructure to optimize a retail sports experience. 

Recognized for their by fans, for fans approach, Fanatics was seeking a creative partner to enhance their brand story and increase audience loyalty, while emphasizing fan-centric values they embrace. 

Through this partnership with WOLFPAK, we evolved our cinematic storytelling to new levels while building a resonant narrative for two distinct fanbases, as we created a bold vision for sports fans everywhere. 

‍Rise to the challenge

‍From the start, the project demanded excellence. A pressing timeline, the necessity of multi-partner approvals, and the logistical demands of large-scale production required WOLFPAK’s lean yet agile team to coordinate on an entirely new level. 

The primary goal was to execute a thought-provoking story that balanced visceral emotion with commercial entertainment. We leveraged current day trends while maintaining a forward-looking vision to produce an exciting video that boosts brand engagement. 

WOLFPAK aimed to capture the raw emotion and unifying power of sports fandom like never before. With intricate set-builds, an enormous cast, and multiple shooting locations, planning and execution were key.

Approach

Capture the emotion of sports fandom

‍WOLFPAK sought to position Fanatics as the essential brand for modern sports culture, while showcasing the authentic human connections that define fandom. 

For the NHL, the focus was on story development that resonated with fans’ collective humanity— those moments etched in history that transcend time and place. This campaign channeled the rugged, endearing spirit of hockey fans through competitive triumphs and trials. The brand-aligned narratives felt universal yet deeply personal, reaching around the globe. 

The NBA campaign celebrated the vitality and raucous energy that basketball ignites. Each scene was designed to capture a fiery spirit and passion for the game, the players, and the fans. With an exuberant narrative rooted in fan-centric experiences we sought to convey the thrills, the “barely controllable” energy, and the euphoria that a devoted NBA fanbase exudes.

Execution

Execute a story-driven narrative

‍The WOLPAK team worked efficiently to develop a substantive creative vision, under intense pressure. In a compressed 5-day production timeline, we assembled hundreds of actors, models, and athletes across Los Angeles, transforming alleyways and dive bars into riveting fan-centric worlds. Authentic memorabilia and branded uniforms brought nuance to our visual storytelling, ensuring a thoughtful connection to the Fanatics’ partner franchises. 

Collaborating with a team of elite writers, WOLFPAK developed and fine-tuned each story to inspire maximum audience impact. The result was a sequence of cinematic moments that celebrated triumphs, acknowledged heartbreaks, and demonstrated the unifying experiences of fandom. 

Through development, both the NBA and NHL campaigns reflected the distinct spirit of their respective fan bases while elevating the dynamic culture of sports fandom as a whole.

Results

Develop brand affinity

‍Despite challenges WOLFPAK executed flawlessly. With innovative creativity and a commitment to excellence, we pushed boundaries of what’s possible in a high-stakes production. The NHL and NBA campaigns not only highlighted the Fanatics brand values but showcased the intense, emotional connections between people, sports, and brands.

By blending authentic storytelling with high-quality production, WOLFPAK successfully positioned sports fandom as a cultural force, with the Fanatics brand as the foundation. From concept to post-production, this dynamic collaboration brought new meaning to the ‘by fans, for fans’ brand ethos.