NFL Print Advertising
Team NFL Retail Apparel
Team NFL Retail Apparel
These unexpected celebrities showing off their favorite NFL colors in a 1992 advertising campaign promoting Team NFL apparel were selected to appeal to a more casual sports fan. The ads below featuring Muhammad Ali, Milton Berle, Kareem Abdul-Jabbar and Pete Sampras were effective in helping the league achieve its goal of expanding the NFL's appeal beyond its existing avid fan base. Other celebrities in the campaign included Rachel Hunter, Kathy Ireland, Orel Hirschiser, Martin Mull, Julie Brown and Gladys Knight. Burke’s efforts were the first to aggressively brand a professional sport – more specifically to position a pro-sport as a form of entertainment – long before becoming standard practice among other pro leagues, networks, licensees and retailers.
Bruce Burke: Creative Director, Victoria Eichinger: Art Director, Timothy Greenfield-Sanders: Photography
Bruce Burke: Creative Director, Victoria Eichinger: Art Director, Timothy Greenfield-Sanders: Photography