FRUIT OF THE LOOM

FRUIT OF THE LOOM × STAR WARS

WE DIDN'T JUST PITCH THE LICENSE. WE MADE THEM FEEL IT.

Fruit of the Loom was competing against larger players for one of the most coveted licensing opportunities in entertainment: Star Wars. The opportunity could transform Fruit of the Loom's undergarment business. There was one major challenge: We weren't allowed to present our pitch in person. We could submit a presentation. But sending Lucasfilm another PowerPoint wasn't going to win Star Wars. So we turned the pitch itself into an experience.

IF YOU WANT TO WIN STAR WARS, THINK LIKE STAR WARS.

Our strategy was simple: Show Lucasfilm that we understood not just their characters, but their approach to entertainment. Instead of telling Lucasfilm what Fruit of the Loom would do with the license, we would let them experience what the partnership could feel like.

WE BUILT THE PRESENTATION INSIDE R2-D2.

I led the creative strategy for an immersive pitch built around a life-sized R2-D2 presentation unit containing our strategy, product concepts, samples and proposal. We created a video featuring the Fruit of the Loom marketing team dressed as Star Wars characters, making our pitch to Lucasfilm. Then we hired six actors dressed as Imperial Stormtroopers to escort our R2-D2 unit and hand-delivered the entire presentation to Lucasfilm headquarters.

Instead of another corporate presentation arriving by email— Star Wars arrived at their door.

WE SHOWED THEM WHAT THE PARTNERSHIP WOULD FEEL LIKE.

Lucasfilm wasn't simply choosing a company to put Star Wars characters on underwear. They were entrusting a partner with one of the world's most valuable entertainment properties. Our presentation demonstrated that Fruit of the Loom understood something fundamental: Star Wars wasn't simply intellectual property. It was an experience. We didn't just show Lucasfilm what the products could look like. We showed them what Fruit of the Loom could do with Star Wars.

THE RESULT

10-YEAR PARTNERSHIP $500 MILLION LICENSING AGREEMENT #1 BOYS' UNDERWEAR LINE IN THE U.S. + RECORD SALES

Fruit of the Loom won the Lucasfilm business and created a licensing platform that became a major commercial success. We were competing against bigger players. We couldn't present in person. And a conventional pitch would have made us look like everyone else. So we transformed the constraint into the idea. We didn't just pitch Star Wars. We proved we understood it. And together, Fruit of the Loom and Lucasfilm made the jump to light speed.

Sometimes the pitch is the work.