The LA Rams have partnered with social enterprise streetwear label HoMie to embed the franchise as Melbourne’s NFL team, ahead of its first-ever regular season game at the MCG.
Melbourne agency Town Square has created a new campaign to launch HoMie’s limited LA Rams x HoMie collaboration, with all profits going directly to combat youth homelessness.
B Corp Certified Town Square which has worked with HoMie since 2023, was tasked with making the Rams feel unmistakably Melbourne and not just visitors for a one-off NFL game.
Town Square adopted the LA Rams colloquialism ‘Ramily’ to create ‘The Extended Ramily’ to position Melbourne as an extension of the Rams’ LA fanbase.
Partnering with HoMie, the creative reflects the passionate homegrown football fandom that exists in the sports mad cities and suburbs of both Los Angeles and Melbourne.
“This collaboration goes beyond sport and streetwear, it’s about shared values. The LA Rams have a genuine track record of investing in the communities they’re part of, and by partnering with HoMie, they’re showing up in Melbourne with real intent. Together, we’re creating something that will connect with Melburnians, hopefully for the long-term, while directly supporting young people affected by homelessness,” said HoMie chief executive Steph Say.
“The Extended Ramily is about finding that shared DNA between two sports-obsessed cities and celebrating it in a way that feels genuine. This isn’t about dropping the Rams into Melbourne, but stitching them into the sporting heartbeat of the city while raising awareness and much needed funds for HoMie and the important work it does to address homelessness,” said Town Square executive creative director Brendan Day.
The campaign will launch across OOH, digital, social and in-store activation with pre-orders only until 13 July.
Credits
Client: HoMie
Chief Executive Officer: Stephanie Say
Co-Founder & Creative Director: Marcus Crook
Brand and Production Lead: Kirsten Biacsi
Social Media Coordinator: Emily Hazeldine
Creative & Media Agency: Town Square
Executive Creative Director: Brendan Day
Chief Strategy Officer: Jeff Malone
Design Director: Luke Henley
Head of Production: Anna Morris
Video Editor: Jimmy Walker
Account Director / Producer: Jacqueline Smith
Account Manager: Eve Uittenbosch
Director / Photographer: Georgia Haynes
DOP: Simon Kim
Assistant: Mark Gregory
Stylist: Jam Baylon
