The Cleveland Guardians wanted to make their Free Shirt Friday giveaways more than just merch—they wanted them to be moments. So, they partnered with us to bring in local artists whose designs would celebrate the team and the culture of the city it represents. Our mission: source authentic talent, guide the creative process, and turn every giveaway into a hometown tribute.
Strategy / Marketing / Experiential
Industry
Sports
Year
2024
We curated a lineup of Cleveland-based artists known for their bold visual styles and deep community ties. From there, we acted as creative partners—collaborating with each artist to concept designs that reflected their voice while aligning with Guardians branding. We helped translate hand-drawn ideas into production-ready digital files, ensuring every piece was print-perfect for thousands of fans.
Each design drop came to life on game night. We worked with both the artist and the Guardians’ marketing team to plan activations at the ballpark, from in-game features to artist meet-and-greets. Our team captured the full experience—photo and video content spotlighting the artist, their work, and the fan response—to be used across Guardians and artist channels.
These weren’t just giveaways—they were love letters to Cleveland. Fans lined up early. Artists gained new followings. And the Guardians showed what it looks like when a major league team champions its creative community. The content we produced extended the moment well beyond the stadium.
– Multiple sold-out game nights tied to artist-designed shirt drops
– Thousands of impressions across social via recap videos and artist highlights
– Strengthened community connection between the team, fans, and local creators
– A model that turned giveaways into storytelling opportunities—every Friday
This wasn’t just free merch. It was a celebration of Cleveland creativity, one tee at a time.
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