By Melissa Daniels • August 28, 2026 •
Ivy Liu
This story was first published by Digiday sibling Modern Retail.
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.
