'47 x Carhartt MLB Collaboration –
Built for the Long Season

Challenge

'47 was launching its first collaboration with Carhartt, and the marketing needed to do more than just announce a product drop. The campaign had to land with two very different audiences (streetwear fans and workwear loyalists), activate across every channel from in-store nationwide to social and email, and most importantly, set the foundation for a long-term partnership. Leadership wanted this to extend into NHL and NFL down the road, so whatever we built had to be repeatable, not a one-off.

Approach

I started with what the two brands actually had in common. '47 was founded by two brothers selling from street carts outside Fenway, building the company from nothing. Carhartt built its reputation on fabric that was made to last and made for people who work with their hands. Both brands were rooted in grit, craftsmanship, and starting from the ground up. That shared DNA became the campaign concept. From there, I pitched the creative direction to stakeholders, developed the proof of concept, and moved into production. I art directed both the video and still photography shoots, managed feedback loops with external partners, and produced the full asset suite for activation: in-store signage for national retail, social content, email campaigns, web assets, and display advertising. The system was designed from day one to flex across leagues. The campaign framework, visual language, and messaging structure could all carry over to NHL and NFL without starting from scratch each time.