Mitchell & Ness

Mitchell & Ness

The Vision:

An authentic, premium, and legendary brand, making waves in sports apparel culture and redefining nostalgia. In celebrations of Lollapalooza 25th anniversary launched a collection of “dad hats” featuring iconic teams such as the Chicago Bulls, Los Angeles Lakers, Cleveland Cavaliers, and more. The hats were very limited to the public, but were gifted to artists who stopped by in the artist and entertainment section.


The Result:

SOLD OUT. The limited quantities flew off the shelves for the public for the weekend as the brand positioned these one-off exclusive launches for the fans in partnership with Lollapalooza.

Many notable artists also stopped by the booth such as Diplo and Major Lazer, G-Eazy, Marshmello, Waka Flocka, and more. The strategy for user engagement at Lollapalooza was to use #mnlolla to create a weekend buzz of the campaign from Mitchell and Ness. This resulted in festival goers seeking the booth from day one to get their exclusive “dad hats” and bring back those early Lolla vibes.