Lowe’s is seeking to bring gridiron energy to home improvement with a new campaign “Earn Your Sunday” — a cross-channel platform that blends sports culture, experiential design, and retail branding in a play for fan engagement. Developed in partnership with agency Dentsu, the campaign brings together a high-profile lineup of NFL athletes — Dak Prescott, Saquon Barkley, Justin Jefferson, Christian McCaffrey, and CJ Stroud — to motivate DIYers and home improvement enthusiasts to finish their household tasks during the week and free up Sundays for football, family, and fun.
Throughout the season, Lowe’s will be reminding fans to earn their Sundays through advertising creative and an in-person activation at select NFL stadiums and Lowe’s stores across the country, where their red vest associates are ready to support fans as they prepare for gameday. “We want to be the most helpful brand in home improvement,” says Lowe’s CMO Jennifer Wilson.“We asked, what does help look like when you’re preparing for the big game? It’s about clearing your to-do list so you can enjoy time with family, friends — and your favorite NFL players.”
A standout feature of the campaign is its experiential component, the Earn Your Sunday Tour — a traveling tailgate-style activation co-hosted with EA Sports. The experience is exclusive to MyLowe’s Rewards members, making stops at store locations and stadiums hosting NBC Sunday Night Football® games throughout the season. The trailer invites fans to immerse themselves in interactive experiences, from testing their skills on EA SPORTS™ Madden NFL 26 to unique photo opportunities. It’s designed to remind NFL fans that preparation for game day and home improvement projects are key to a Sunday well spent.
