The National Football League (NFL) presents the highest level of professional American football in the world. The League desired to promote its line of On Field Apparel to its scores of fans, ensuring a high level of sales across its entire scope of franchise teams.
Donatelli, in conjunction with Beeline, developed a system that would resonate with hardcore football fans. Donatelli consulted on custom retail fixtures, conducted product photo direction, designed the merchandising system and signage in support of NFL Properties On Field Apparel in-store destination campaign. Work also included photo management, design and development for all major NFL team signage components. Photography by PJ Haarsma.