lowe's
Lowe’s is building an NFL village in Miami for its Super Bowl LIV activation. The league’s official home improvement sponsor is installing 32 team-themed structures at the Super Bowl Experience fan fest in Miami, which opens Saturday, with Lowe’s as presenting sponsor. The 6,000 square foot “Lowe’s Hometown” will include 32 8 x 8 x 8 structures in team colors and themes. Lowe’s vendors Chamberlain, Kobalt, Valspar, Trex, Leggett & Platt, and Scott’s Miracle-Gro assisted and will get branding at the Super Bowl Experience at the Miami Beach Convention Center. The “Lowe’s Hometown” activation is part of the home-improvement retailer’s “Bring It Home” Super Bowl campaign, which will also be on digital and channels, along with out-of-home ads, and in-store activations in the Miami market, including visits by NFL players and the Lombardi trophy.
A cause-related element will see Lowe’s assisting hundreds of volunteers performing home repairs for nine families in West Coconut Grove. Endeavor’s 160over90 handles sports marketing for Lowe’s, which rolled out its NFL sponsorship in the weeks before last year’s Super Bowl. Lowe’s Dir of Sports Marketing Adam Jacobs said, “The NFL for us has been a key element in evolving our marketing strategy. The focus has been to expand our customer base and deepen the relationship.”
