When Merchandise Becomes the Moment
Client
MSL Group for Bounty
Year
2026
INSPIRATION
Super Bowl Radio Row is one of the most media-dense environments in sports. For five days leading up to the game, NFL players and on-air talent cycle through live interviews in front of cameras that feed content to millions. When MSL Group brought us a brief for Bounty's activation there, the creative challenge was immediate: how do you make a brand visible in a space where everyone is already competing for attention?
The activation centered on a two-story experiential buildout where talent would be interviewed throughout the week. The ask was to create something premium and streetwear-informed that was authentic enough for NFL players to actually wear, and distinctive enough to register on camera. Early conversations circled windbreakers, hoodies, and varsity sweaters. But as we pushed the concept, it became clear that another branded layer wasn't the answer. The opportunity was to create something collectible: a piece that talent would want to wear, and that audiences would notice.
PLAN
This project moved fast and required genuine creative collaboration.
We worked through five rounds of mockups, starting from concepts provided by the agency's creative team. As timelines compressed, they increasingly relied on us to drive the visual direction—a dynamic we’re built for. Speed, responsiveness, and deep knitwear expertise are core to how Whitestone operates on projects like this.
We presented three premium fabrication options and sent physical swatches so the team could evaluate quality by hand, not just on screen. That tactile step matters. It's the difference between choosing a fabric and understanding it.
As the vision sharpened, the direction landed on a premium cardigan silhouette: refined enough for national broadcast interviews, relaxed enough to feel effortless on a NFL quarterback. From there, we went deep on the details that would make it camera-ready.
The final piece was a 50% cashmere, 50% wool custom cardigan engineered for visibility at scale.
PRODUCT
A bold "B" patch on the chest created immediate brand recognition from any camera angle. Puff embroidery on the sleeve added dimension that reads on screen in a way flat embroidery simply doesn't. A chenille imprint across the back brought texture and a retro varsity sensibility that felt right for the cultural moment. Even the buttons were custom-made with the Bounty "B", a small detail that most people won't consciously notice, but one that signals the kind of craft that elevates a piece from branded to bespoke. Every detail was deliberate, because on Radio Row, the camera doesn't wait.
We produced one pre-production sample to validate fit, embroidery execution, and overall finish before moving into a limited run of 25 units for NFL players and on-air talent. Limited quantity, maximum intention.
RESULTS
Branded merchandise, when designed with this level of intention, functions as media, and this activation is a clear example of why.
Worn continuously throughout Super Bowl week by NFL players during live interviews and social content, the cardigans generated brand impressions that no digital ad placement could replicate in the same environment. Bounty's branding wasn't adjacent to the content. It was the content. The sweaters themselves drew positive feedback from talent and viewers alike, which is the clearest signal that the design earned its place rather than just occupying it.
This is what separates strategic custom knitwear from standard branded merchandise: longevity. These pieces exist in photos, broadcast clips, and closets long after the final whistle. The brand presence extends far beyond Radio Row because the product itself has a life beyond the activation.
That's the standard Whitestone brings to every project. When merchandise is designed intentionally, with the right fabrication, the right details, and a clear understanding of the stage it's entering, it becomes the campaign.
