FASHION MARKETING CASE STUDY

❤NE HEART

raising awareness for heart disease

Overview

channing frye sportiqeAfter a summer of intensive training, Channing Frye returned to the Phoenix Suns for a routine physical. The doctors delivered the news that Channing had an enlarged heart and dilated cardiomyopathy. He was placed on the injured reserve indefinitely, and left to question if he would ever be able to play the game of basketball again.

Challenge

To promote heart awareness, our client Sportiqe Apparel partnered with Channing Frye on a pair of limited edition One Heart shirts. A percentage of the proceeds of these shirts go to the Frye Family Foundation to raise awareness for heart illness and prevention methods. The challenge Markitors faced was bringing this promotion to life online.

Solution

t-shirt cause marketingWith the month of February being dedicated to raising awareness about heart disease, Markitors created a Valentine’s Day campaign encouraging fans to show their support by wearing a One Heart shirt and promoting it online with the hashtag #OneHeart. Markitors armed influencers ranging from Steph Curry to heart hospital floors with One Heart t-shirts and instructions on how they could support.

Result

The Valentine’s Day #OneHeart campaign and the month of February accelerated our objective of raising heart awareness. The story was picked up by everyone from Men’s Health to Maxim after the Valentine’s Day campaign. Our client Sportiqe gained hundreds of new social media followers through organic online mentions, and hundreds of t-shirts were sold to those supporting the cause. Thousands of people clicked on the links via social media, and our client doubled their average monthly traffic.

“The T-shirt that Gives”

– Men’s Health