FLEX Power Tools, a renowned European tool brand, sought to relaunch in the US market. Famous and respected in Europe, FLEX faced a lack of distribution and awareness in North America. They were starting from scratch, attempting to compete in an oversaturated market against well-established players.

Our challenge involved determining the most effective approach to reach FLEX's target audience, maximizing awareness, consideration, and conversion. The primary goal was to introduce FLEX tools to construction professionals and establish the FLEX name in their minds, on their apparel, and in their hearts.

The main objectives were to build brand awareness and market share for FLEX. With no existing sales funnel, we had to think big and start from scratch to create substantial awareness. We aimed to devise a creative and strategic engine to fuel growth for the FLEX Power Tool brand, enabling it to gain traction in the competitive US market.

The creative idea centered around harnessing the growing momentum of American soccer in 2022 to launch FLEX Power Tools, an unknown brand in the highly competitive US power tool market.

Capitalizing on the LAFC's phenomenal year both on and off the field, the partnership with the team elevated FLEX's presence. High-profile signings of global superstars Gareth Bale and Giorgio Chiellini attracted significant media attention, not only for the LAFC but also for the FLEX brand. This synergy created a global audience for the LAFC games, further amplifying FLEX's visibility.

A testament to the partnership's success was the sleek black and gold LAFC/FLEX jersey we designed. Showcasing the collaboration between the team and the brand, the jersey resonated with fans and quickly became the #1 selling jersey in the entire MLS in 2022. The creative idea effectively leveraged soccer's influence and passion, catapulting FLEX into the spotlight in the US market.

The FLEX and LAFC partnership offered a powerful platform to engage construction professionals in America's second-largest construction market. LAFC fans' demographics—69% male, 50% Hispanic, and 58% aged between 25-44—perfectly matched our target audience.

During their triumphant season, the collaboration capitalized on LAFC's unique media reach and passion for soccer. The partnership went beyond the pitch, involving fan fests, player appearances, member crawls, and FLEX-sponsored watch parties, strengthening the bond between the brand and the soccer community.

FLEX also collaborated with housing charity Habitat for Humanity in a homebuilding event, showcasing its tools and featuring LAFC co-founder Will Ferrell. This connection fostered a sense of community and loyalty beyond traditional marketing efforts.

In summary, the partnership's success originated from understanding American soccer's power and fans' loyalty. FLEX forged a strong, lasting connection with its target market by embracing this passion and tapping into a shared sense of community.

Following the partnership, FLEX Power Tools achieved remarkable results, amassing 20 billion brand impressions. Starting from zero, unaided awareness for the FLEX Power Tool brand grew to 22%, while aided awareness reached 84%. In terms of consideration, 79% of LAFC fans reported they have considered or would consider purchasing the FLEX brand, supported by over 38,700 LAFC fan interactions.

At the beginning of the campaign, the benchmark brand at tool retailer Lowe's outsold FLEX 4:1. However, thanks to the FLEX/LAFC partnership, FLEX reversed this trend, now outselling the benchmark brand 11:10.

Equally important, FLEX Power Tools have become an integral part of the LAFC community in just one short season. Embraced as a welcome partner and a key component of the culture, FLEX has solidified its association with the coolest team in the coolest city, laying the groundwork for continued success in the US market.