OVERVIEW
Sundays are for Atlanta Falcons Football. Atlanta Falcons Football is for Atlanta culture. What started a few years ago as a limited lifestyle retail collection run during season kickoff has evolved into an iconic Atlanta lifestyle brand.
The Atlanta Falcons Sundays campaign first launched in 2022 in conjunction with season kickoff.
“Sundays” is now a multi-faceted, annual campaign centered on high-heat apparel offerings, immersive experiences, and an influencer network synonymous with the essence of Atlanta culture.
“Sundays” has become a mindset: gameday to every day.
RETAIL
BEHIND THE DESIGN
The Sundays Retail Collection, a focal point of the campaign, is a yearly lifestyle-forward capsule collection from the Atlanta Falcons, designed fully in-house. The bold, yet understated design of Sundays is a tribute to modern luxury fashion, allowing fans to seamlessly transition from stadium to studio.
The 2024 collection incorporated new sports styles, such as rugby and baseball jerseys, and a wider range of colorways to diversify our offerings and appeal to a broader audience.
INFLUENCERS: PLAYERS
The collection was teased to fans via a social video featuring two star players, Bijan Robinson and A.J. Terrell Jr., who shared their reactions to the collection and their thoughts on what Sundays mean to them.
INFLUENCERS: LIFESTYLE
We hosted a collection launch event for notable Atlanta lifestyle influencers. The highlight of the event was a fashion show featuring the 2024 Sundays Collection. Models included the Mayor of Atlanta, TV and Radio Personalities, Former Miss Georgia and more, with an aggregate IG following of over 2.9M.
500 guests attended the event (2x the number of 2023 launch event attendees) and shared their experience with their social followers, allowing Sundays to reach new audiences. Comedian Desi Banks (8.8M followers) was just one of the notable guests in attendance.
PROMOTION
DIGITAL
SUNDAYS VIDEO
Gameday is at the heart of the definition of Sundays, because Sundays in Atlanta = Atlanta Falcons gameday. As a celebration of Sundays, we created a video highlighting our unique gameday experience.
We captured the atmospheric moments around Mercedes-Benz Stadium, from fans tailgating to on-field moments to celebrations in the stadiums. We showed the connection to the city through aerials shot on drone and the fan pageantry as they filled the stadium.
In addition to ongoing retail support across our main social account, @AtlantaFalcons, as well as our lifestyle account, @FalconsFits, this video served as a statement piece of content for the Sundays campaign.
ONGOING MESSAGING
RESULTS
The Sundays collection was a key driver for a record-breaking year of retail sales, leading to the highest all-time gameday retail sales in the history of the Atlanta Falcons.
Overall gameday and in-store sales increased by 22% YoY, while overall online sales increased by 21% YoY.
The 2024 Sundays campaign was the most successful to date, with +78% YoY in units sold on launch day, +80% YoY in units sold after first 30 days, and +96% YoY in units sold in-venue after first 30 days, demonstrating fans’ association with the Sundays collection and gameday.
The now iconic Sundays brand continues to resonate strongly with Atlanta Falcons fans. Designs have already been completed for 2025, and planning for a new, high-end launch event are underway as our fans patiently wait for Sundays in Atlanta to return.
RISE UP
Credits:
Atlanta Falcons