To commemorate the Dallas Cowboys’ 60th anniversary with a campaign that honors legacy, mobilizes fans, and re-energizes brand relevance. The aim was to turn the milestone year into more than a celebration, into a storytelling platform that bridges past and future, reactivates loyalty, and drives both media visibility and commercial momentum.
We crafted a narrative and visual campaign that treated 60 years of Dallas Cowboys as a living story, one that spans eras, legends, and moments that defined the franchise. The strategy centered on curating, celebrating, and re-presenting the franchise’s most iconic characters and moments in fresh, emotionally resonant formats. We designed a unified identity system, logos, typographic treatments, color accents, heritage visual motifs that could be flexibly applied across merchandise, digital, broadcast, in-stadium activations, and archival storytelling.
The collaboration elevated Wilson’s visibility within the NFL community and strengthened its association with one of the league’s most iconic franchises. The limited-edition product and premium packaging resonated with fans, enhancing collectibility and reinforcing Wilson’s reputation for craftsmanship and design innovation in special-edition releases.
