We transformed the locker room at our facility into a vintage pop-up shop that was hosted by Bro Bros Closet, a locally owned spot based in south Minneapolis. By hosting this event in house, we removed the logistical challenges that come with off-site activities, and we gave our players the opportunity to do some shopping by meeting them where they already were.
If you've ever worked in pro sports, you know how difficult it can be to coordinate off-site activities with athletes while they're juggling the packed schedule of the season. This piece of content was initially supposed to take place inside of the brick-and-mortar store, however, after several failed attempts to make it happen, we decided to rethink our approach.
Pop-up shops are extremely common in the vintage shopping scene, and that sparked the idea to do just that inside of our facility. In collaboration with Bro Bros Closet, we pieced together a plan to replicate a pop-up store inside of one of our vacant locker rooms. The Bro Bros Closet team did an absolutely incredible job transforming the space into what felt like a legit shop.
What made it work
• Vintage shopping is something that players are already interested in and because of that we didn't have to try and convince people to participate.
• We eliminated the barriers that would limit participation. By bringing the Vintage shop to the players, we avoided the possibility of guys backing out and created an enticing opportunity that didn't require players to sacrifice their time. This was especially helpful with getting guys that wouldn’t normally volunteer to participate in our content. The shop was so accessible that the decision to go in and check it out was a no brainer.
• By utilizing overhead camera angles it allowed our players to experience the thrills of vintage shopping without feeling like they were shopping on camera. This created more authentic content and allowed our more “camera shy” players to get involved in the action as well.
This was a project where we saw an extremely high participation rate with our players. It generated 229k views on IG, 85k views on TikTok, and 50k views on IG.
The comment section also showed us the impact of the work...
This project allowed us to reinforce the concept to our players that our content isn’t just about utilizing them for their likeness, but instead we can create unique opportunities like this that are exciting for all parties involved. It was also a collaboration that allowed us to share our platform with a locally owned small business.