Miami Dolphins

THE CHALLENGE In 2023, the Miami Dolphins wanted to strengthen their connection with younger fans and better reflect the culture of Miami. Traditional team merchandise did not capture the energy or fashion identity of the city, and the team needed something fresh to reach this audience. OUR APPROACH Drawing from our knowledge of Miami’s streetwear landscape, we created Finished Product, a lifestyle brand that reimagined team apparel. We designed two collections that quickly resonated with fans, offering an edgier, culturally connected alternative to standard gear. We also rebranded the Dolphins fashion Instagram page from “Dolphins Drip” to Dolphins Collective. The new page went beyond posting outfits by covering sneakers, jewelry, cars, custom fits, and the personalities behind them. The shift in strategy paid off, with the account growing from a few thousand followers to over 300 percent growth within weeks, establishing itself as a cultural hub. CULTURAL STORYTELLING To build consistent engagement, we launched original content series that highlighted the players’ personal style and connections to culture: • Behind the Fit – Interviews with players and stylists showing the process of creating custom game-day fits. • Nike Partnership – Conversations with players about their sneaker collections and connection to the Nike brand. • Weekly Fits – A recurring feature on the top arrivals each week, turning the tunnel into a fashion showcase. We also brought the brand into real-world spaces. During Art Basel, fans were invited to personalize white t-shirts with spray paint alongside Miami’s top graffiti and street artists. This experience combined football, art, and street culture in a way that felt unique to the city. THE RESULT Finished Product became the go-to lifestyle brand for Dolphins fans who wanted apparel and experiences that reflected their culture and their city. By blending sport, fashion, and community, it set a new standard for what an NFL lifestyle brand could achieve.