Lowe’s has launched the second year of its ‘Earn Your Sunday’ campaign, which aims to reinforce its position as the selected home improvement partner of the National Football League (NFL) for the eighth consecutive year.
Building on last year’s activation, the retailer has expanded its selection of NFL athletes to include Myles Garrett and Jordan Love, joining returning ambassadors Justin Jefferson, Christian McCaffrey, and Dak Prescott.
The marketing activity encourages NFL fans to prepare their homes and complete projects during the week to enjoy Sundays focused on football and family.
Central to the campaign are exclusive products and experiences linked to these athletes, designed to support gameday readiness and home improvement efforts.
Jen Wilson, Lowe’s SVP and chief marketing officer said: “At Lowe’s, our ambition is to be the most helpful brand in home improvement, and that means helping our customers make more time for the people and moments that matter most.
“That’s what Earn Your Sunday is all about: Helping fans get the job done so they can put the tools down and enjoy a Sunday well earned.”
Amain part of the marketing activity is the Kobalt NFL Mini Toolboxes, which are licensed for all 32 NFL teams. After selling out earlier this year, these toolboxes are now available again through Lowe’s online platform and select physical store locations.
Additionally, members of MyLowe’s Rewards and MyLowe’s Pro Rewards can receive member-only product drops and early access to selected releases while supplies last.
The campaign includes a nationwide Earn Your Sunday Tour, commencing on September 9. Eligible loyalty program members can enter a sweepstakes for a chance to win a trip to Super Bowl LXI, with 200 other winners receiving $10 Lowe’s gift cards.
The tour will run across select Lowe’s stores and stadiums, featuring activations and brand partners including P&G Cleaning, Spruce, LG, and EGO. Attendees will also receive giveaways and gifts for members.
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