Lindsey Bosway, a Midwest mom of three with 120,000 followers on Instagram, posted over the weekend, showing off her outfit, that she was heading back to her alma mater for a football game. It was a paid partnership, but it wasn’t sponsored by Celsius or Home Depot or any of the other big brands going on a college football marketing blitz this year. Rather, it was sponsored by Lands’ End. Lands’ End is doing a concerted marketing push around college football this fall, as part of its quest to introduce the brand to more people. Last month, the company launched a clear tote bag, a twist on its canvas tote bag, designed to adhere to the bag policies of various sporting events.
The brand is also hosting what it’s calling a “Tote Tailgate Tour” on game days in three college towns — Bloomington, Indiana; Ann Arbor, Michigan and Oxford, Mississippi — in partnership with Hilton’s line of Graduate Hotels. The Tote Tailgate Tour will “feature curated on-site experiences with Graduate by Hilton, including Poindexter Coffee Shop takeovers (with complimentary coffee for guests), customization stations, and collegiate-inspired product displays to preview essentials in each school’s signature colorways,” according to a press release.
