Carhartt is one of the latest brands to lean into sports advertising, finding a way to tap into football season that goes beyond partnering with the athletes themselves. The 135-year-old workwear brand is tapping into NFL season with the latest installment of its “Made Possible” campaign. The 30-second spot highlights the construction workers and tradespeople who worked on Highmark Stadium, the new home of the Buffalo Bills that opened ahead of the 2026 season.
Norma Delaney, vp of marketing and creative at Carhartt, said the strength of the campaign is how Carhartt stayed true to its authentic self as a company that serves working people. By staying in its lane, the ads naturally highlight the products and its customers.
“We have a lot of authenticity because we’ve just been very focused on our consumer and what their needs are. And as long as we’re always coming back to that, it leads to really interesting marketing efforts because we’re starting the conversation about work that is happening all around us,” she said.
A separate two-minute spot features Bills alum Thurman Thomas, whose construction company 34 Group installed the seats in the new stadium, giving a tour to current running back James Cook III. The brand previously shot a spot with Thomas last fall to showcase the tradespeople and workers behind the construction.
