Ahead of the LA Rams game against the San Francisco 49ers on Friday 11 September, Town Square has created a new campaign to launch HoMie’s limited LA Rams x HoMie collaboration, with all profits going directly to combat youth homelessness.
More than just a new merch drop, Town Square was tasked with making the Rams feel unmistakably of Melbourne, not just visitors for a one-off NFL game but a team the city can claim as its own.
Town Square adopted the LA Rams colloquialism ‘Ramily’ to create ‘The Extended Ramily’, positioning Melbourne as an extension of the Rams’ LA fanbase, and the city as a home away from home, by building a genuine connection with local culture and community rather than forcing relevance.
Partnering with HoMie, and its strong association with Melbourne, the creative reflects the passionate homegrown football fandom that exists in the sports mad cities and suburbs of both Los Angeles and Melbourne. Targeting both existing NFL as well as casual fans, the objective is to make the Rams a distinctively Melbourne team while raising awareness of HoMie’s mission.
Since moving back to LA in 2016, the LA Rams have successfully established themselves as a culture-first brand, making significant contributions to programs that improve life across LA communities. Now they are bringing it to Melbourne.
Steph Say, CEO, at HoMie, said: “This collaboration goes beyond sport and streetwear, it’s about shared values. The LA Rams have a genuine track record of investing in the communities they’re part of, and by partnering with HoMie, they’re showing up in Melbourne with real intent. Together, we’re creating something that will connect with Melburnians, hopefully for the long-term, while directly supporting young people affected by homelessness.”
Brendan Day, Executive Creative Director, Town Square: “The Extended Ramily is about finding that shared DNA between two sports-obsessed cities and celebrating it in a way that feels genuine. This isn’t about dropping the Rams into Melbourne, but stitching them into the sporting heartbeat of the city while raising awareness and much needed funds for HoMie and the important work it does to address homelessness.”
The campaign will launch across OOH, digital, social and an in-store activation driving pre-orders in July for delivery before the big game.