Fruit of the Loom / Star Wars — Securing a $500M Partnership
Challenge: Fruit of the Loom sought the coveted Star Wars License from lucas films to re-energize its brand portfolio. We were competing against the biggest players in the category.
Action: We Created a bold, immersive pitch — the FOL Marketing team appeared in Star Wars costumes to tell their story on video as they made the jump to light speed.
We hired six actors dressed in stormtrooper costumes to deliver our proposal inside a life-sized R2-D2 unit that contained our entire presentation - The Marketing Pitch, Financials and product samples.
Result: FOL Secured a 10-year $500M licensing deal with Lucasfilm. The collaboration became the #1 boys’ undergarment line in the U.S., driving record sales and brand buzz. Our ad campaign featured underwear not on kids - but on the Star Wars characters themselves.
