Uniforms and the content surrounding them have become a beast of their own across professional sports leagues. The Chargers were widely recognized for having some of the best uniforms in the NFL for years. Our 2025 Era Uniform Launch helped us maintain this title and push the limits of what is expected from sports teams. In this launch, we aimed to evoke an aura of modern nostalgia from past eras in the team's history. Formerly from San Diego, we are always considering how we can embrace a past that means everything to a core part of our fan base while still staying rooted to our new home in Los Angeles. The Super Chargers and Charger Power uniform launch aimed to honor fans, former players, and the overall history of our team. By leaning into the elements, colors, and even slogans of the most notable eras in our team history, we aimed to generate engagement across social and digital platforms, excite fans and sell tickets for era-themed games, and drive merchandise sales.
For some fans, this launch marked their first time experiencing an era they had only ever heard about, in a city they may not have lived in. For others, it was a reflection of everything they once lived and loved. With that in mind, it was our responsibility to make every decision with intention and care. We weren't simply launching uniforms; we had the memories and emotions of an entire generation of fans in our creative hands.
We began with a deep dive into the franchise’s history, digging into archival materials to inform creative direction across digital, social, and game presentation. This exploration spanned multiple eras and became the foundation for an extensive, highly collaborative process in which every detail was considered, debated, and perfected. The goal was not nostalgia for nostalgia’s sake but to authentically capture the spirit of each era in a way that felt true, modern, and emotionally resonant.
From that research work, two distinct executions emerged: Charger Power and Super Chargers. The Charger Power uniforms, featuring gold from head to toe, channel the groovy optimism and California sunshine of the late 1970s and early 1980s under coach Don Coryell. In contrast, the all-navy Super Chargers uniforms draw inspiration from the gritty, effortlessly cool energy of the late 1990s and early 2000s, when the team was synonymous with icons like LaDainian Tomlinson and Junior Seau. Highlighting these moments and players was not simply a nod to the team’s past. Rather, we hoped to preserve it, translating decades of emotion and culture into a modern expression that fans could see themselves in.
To ensure consistency and strong brand development, we created an entirely new brand guide for each theme. These guides informed creative decisions from typography and photo textures to logo marks inspired by legacy assets that were no longer in use. By creating a fully built world for each era, the campaign transformed a uniform reveal into a cultural experience that honored legacy fans while creating a meaningful entry point for a new generation. All while working quietly to prevent leaks ahead of the launch.
In execution, we transformed historical inspiration into immersive and modern storytelling. Multiple custom sets were built for full video and photo shoots, with themed hype videos for both eras to reflect the tone, styling and energy of their respective time periods. Complementing the larger-scale content, we also produced personality-first behind-the-scenes and reaction content featuring players, coaches and even staff from the equipment and content departments. By treating each era as its own brand and balancing meticulous historical research with modern storytelling, the launch became more than a reveal. It became a shared emotional moment—honoring the past while inviting fans to experience it in the present.
The initial launch was met with swift, positive reception. The campaign generated over 36M impressions across social platforms, resulted in 20K new followers, and delivered a 266% increase in unique site traffic all on the initial launch day.
The Uniform page delivered a 48% engagement rate, with clicks primarily driving to the online shop and ticketing pages—signaling strong purchase intent. Merchandise demand significantly outperformed expectations, with the Fanatics launch finishing +341% above forecast and generating the highest training camp revenue to date. Momentum continued throughout the season, as navy jerseys sold out and remained unavailable in most sizes both online and in-store at SoFi Stadium, underscoring the campaign’s ability to convert digital engagement into sustained merchandise sales.
While the main uniform graphic emerged as the top performer, the diversity of content formats and creative styles allowed the launch to resonate with multiple audience segments. This approach sustained momentum beyond launch day with ancillary content tied to the new uniforms generating over 133M social impressions throughout the season.
The team was a top trending topic on X following the launch and produced over 21M impressions of earned media in the first week alone. Beyond quantitative success, feedback from fans reinforced the campaign's effectiveness. We received countless fan comments expressing excitement and appreciation that the organization was honoring its past. This confirmed that our meticulous work was worthwhile, as we were not only capturing attention but also strengthening fans’ emotional connection to the organization and overall brand affinity.
