The US’ newfound love for soccer has had its moment and the country’s real love, gridiron, is revving up for a September kickoff. Seating brand, La-Z-Boy, is making sure that it’s part of this year’s fandom with a campaign by Colle McVoy that’s built around a recliner, a limited-edition, recliner designed to turn fan’s most prized memorabilia into a high-fashion centrepiece.

The recliner called Jer-Z-Boy, designed by fashion designer, Kristin Juszczyk, aims to maximise home viewing pleasure. Known for her viral, hand-crafted jersey designs for major sports stars and celebrities, Juszczyk is now bringing her “upcycled chic” aesthetic to the living room and creating statement pieces to trigger the envy of fans everywhere.

The campaign invites fans to enter an online sweepstakes for the chance to win a custom La-Z-Boy recliner upholstered with their own cherished jerseys. Winners will also receive US$1,000 in La-Z-Boy store credit to complete their fan cave with matching décor and accessories.

Rob Sundy, president, retail, La-Z-Boy Corp, stated, “Fans put so much heart into the jerseys they wear, so we wanted to find a way to make those memories part of where they watch the game. By combining Kristin’s incredible eye for design with our heritage of comfort, we’ve created a one-of-a-kind recliner that’s as personal as the team it’s made to celebrate.”

The collaboration taps into the explosive growth of women’s football fandom, with women now making up 47% of the NFL fanbase. The opportunity extends into the home as well. More than 78% of avid NFL households include women who watch more than 18 hours of games each season, making game-day décor and personalised viewing spaces more relevant than ever.

Launching one year after La-Z-Boy’s brand refresh, the campaign demonstrates how the brand is evolving its marketing by creating earned-first cultural moments that extend naturally across PR, social, paid media, retail and consumer participation.

Jessica Henrichs, CEO, DonerColle, commented, “The most impactful ideas start by finding the right connection to culture. By bringing Kristin Juszczyk’s signature design style to one of the most iconic pieces of game-day furniture, we created something that’s deeply personal for fans, true to the La-Z-Boy brand and naturally built to spark conversation.”

The campaign launched on July 28, ahead of National Lazy Day (August 10) and extends into a Labor Day promotional window ending September 7. The deadline to enter is September 14.