Red Tails Uniform Release
The Air Force football program debuted a uniform series called the Air Power Legacy Series in 2016 featuring a specialty uniform each season modeled after specific aircrafts in the Air Force fleet. The 2020 uniform design was based on the “Red Tails” and honored a group of individuals that played a key role in American history, the Tuskegee Airmen.
It was my responsibility to develop our content strategy, rollout plan, and lead the photoshoots.
The photo and video shoot were held at Davis Airfield named after General Benjamin O. Davis Jr. of the Tuskagee Airmen. We teased the uniforms two days before the release to build anticipation and unveiled on September 21, 2020. The launch featured a microsite, cinematic video, graphics, photos, and merchandise available for purchase.
Over the next two weeks leading up to our first game, we released a plethora of content with historical information, quotes, and statistics highlighting the impact of the Tuskagee Airmen and their achievements. The Red Tail uniforms took the field on October 3, 2020, against our service academy rival, Navy. We continued the theme by centering our game poster, wallpapers, profile picture, cover photo, gifs, score updates around the uniforms.
Following the game I coordinated a visit with a former Tuskagee Airmen for our superintendent and athletic director to deliver him a Red Tails jersey.
From the time of the release to the day after the game (9/21/20-10/5/20) the campaign netted over 6 million impressions across Twitter, Facebook, and Instagram. While our accounts grew by 5k followers.
The microsite generated over 60k visits, the most-ever on our website. We also sold over $220k in merchandise sales and received $111k plus in donations for replica/game worn helmets and jerseys.
The release was picked up by many media outlets including ESPN, CBS, Fox, and Yahoo, it was also featured on Sportscenter with SVP, College Gameday, Sportscenter’s Gear Up, and Fox News.
