Accidental Collabs

True Classic, a leading direct-to-consumer brand that provides “effortless, timeless, uncomplicated” fashion apparel, revealed its “Accidental Collabs,” in partnership with its creative agency nmbl, that will debut in sync with this weekend’s NFL Super Bowl LVII between the San Francisco 49ers and defending champion Kansas City Chiefs, which airs on February 11 at 6:30pm ET on CBS.

Founded in 2019, True Classic reimagines “functional yet fashionable” basics and accessories for the everyday man (and the people in their lives that are shopping for them), serving as a “one-stop-shop” for your everyday wardrobe. Its ultra-soft fabrics are versatile with an intentional fit, offering inclusive sizing for all body types that ranges from S-4XL.

Stitched to its DNA, True Classic’s uncomplicated, humorous approach to DTC marketing adds its own engaging flavor to the long-standing tradition of Super Bowl ad placement, championing smaller businesses to dream bigger and embed their own creative personalities into their growth-oriented marketing plays, so they too can Look Good. Feel Good.

In January, True Classic and its social agency of record, nmbl, debuted its “365 Pack” campaign, an innovative solution for your dirty laundry, inviting followers to share their worst laundry story for a chance to win a single pack of 365 perfectly fitting True Classic shirts – one for each day of the year.

“Today, we’re calling our own audibles!” said Kayla Santos, Head of Brand at True Classic. “We still have every intention of being part of the conversation – even if we are a challenger brand with modest budgets.”

Ahead of Sunday’s NFL championship game, True Classic will be crossing the line of scrimmage as it prepares to drop “teasers” from nine “stain-induced” food and beverage brands to its social media accounts, and encouraging users to pay extra close attention to its Instagram, X, and TikTok channels so they too can respond to these Accidental Collabs. The team will also be interacting with True Classic’s 1 million+ subscribers through Live SMS and Mobile App Push notifications.

"Every time a food or beverage brand runs an ad, True Classic will be posting an entertaining clip of their product splattering, spilling, or smearing one of our classic t-shirts – creating an INSTANT! collaboration and the first-ever real time response to another brand’s ads that continues the conversation on social media in a relevant, authentic way,” said Santos.

With an estimated 110 million+ people expected to tune into Sunday’s championship game, each 30-second brand advertisement carries a hefty price tag of approximately $6.5 to $7 million USD – making it extremely difficult, if not impossible, for up-and-coming and/or challenger brands to also be seen and heard.

Together, True Classic invites its followers to share photos of their own “accidental collabs” with any stain-inducing brands they come into contact with while watching the game – including those messy spills on their own shirts – for a chance to win their own pack of t-shirts so that we can surprise and delight hundreds.