One minute you’re the greatest on earth. The next minute the world is falling apart. Such is life in the NFL where passions run hot as hell and destinies are determined by inches and milliseconds. And thus there is no greater need for a consistent brand narrative and belief system that can rise above wins and losses.
The key to authenticity has been a willingness to constantly evolve our story, never getting stuck in expected tropes or stereotypical narratives about football, Philadelphia, or who or what or where is an “Eagles Fan.”
Was it serendipity or proximity? Impossible to know. But it happened to be that in 2014 no other NFL team (or pro sports team) was doing any actual brand building. Or even thinking as a brand, not just a team. And right down the road on Broad Street was an agency who’s all about smart, strategic, long term building of a narrative that can evolve each season.
For eight years and counting we have written new chapter to the Eagles story, launching with a brand film that has now grown mythic to fans, featuring guest stars from Bradley Cooper to Always Sunny’s Rob McIlhenney to The Roots’ Black Thought. Greeting our hometown fans with messages across our major highways, buses, trains, subways and stations. We have taken our story deep into the postseason, all the way to London, to the Super Bowl and back down Broad Street. All along the way, building fan engagement, welcoming all fans from all over the globe, and continuing to redefine just how high a sports franchise can fly.