Create a multi-dimensional sponsorship activation for Williamson-Dickie as the main stage sponsor at the 2019 Fortress Festival that not only put the Dickies brand front and center for the 15,000 fans in attendance, but provided an integrated partnership highlighting their values within the context of the festival.
Our approach involved multiple brand touch points including organic and paid social, on-site branding and sales, and – most importantly – a collaboration with festival headliner and fellow Fort Worth native/resident Leon Bridges. Like Dickies, Bridges was born, raised, and still lives in Fort Worth and we leveraged our relationship with his management team to bring this natural pairing to the festival grounds for his first major performance in the City.
A sold out crowd watched festival headliners CHVRCHES, Rae Sremmurd, Khruangbhin, and Bridges deliver blistering sets while flanked by custom-designed stage banners emblazoned with the Dickies logo. Bridges offered his own custom design for the Dickies iconic work shirt and fans who purchased one had the opportunity to meet and take pictures with the hometown legend. Dickies also took the opportunity to commission a portrait of Bridges by local artist Sunflower Man that was on display at the festival. Overall, the activation resulted in millions of organic media impressions, thousands in on-site sales, and invaluable brand equity for our client.
Williamson-Dickie was launched in Bryan, TX in 1922 and remains headquartered in Fort Worth, TX despite recently being acquired by the global company VF Corporation. Naturally, we were thrilled when they approached us in late 2018 with interest in becoming the main stage sponsor of the 2019 Fortress Festival. Following their marketing team’s lead, we worked together to design an on-site activation that included a collaboration with headliner, and Fort Worth native, Leon Bridges as well other interactive elements to create a one-of-a-kind experience for fans of the festival and the Dickies brand.