Case Study:
Clothing and Retail

L’Oreal’s Giorgio Armani Beauty - the global luxury fragrance, skincare and makeup brand - looked to connect their men’s business to Gen Z in the United States by partnering with college student-athlete creators across the country.

The Challenge: Meet the expectations of a luxury brand with amateur content creators - star college athletes - at scale.
The brand understood the unique opportunity to build affinity with new Gen Z consumers in the US by collaborating with top college athlete creators across the country, especially during their respective seasons. Armani tapped Postgame to build a top-tier athlete ambassador roster and ensure premium content was captured and posted - that would drive organic conversation and earn editorial coverage - to support the Aqua Di Gio Profondo Parfum and Stronger With You Intensely colognes.
The Solution: Strategic athlete selection and detailed content briefs
Postgame’s student-athlete roster is vast, but to ensure Armani partnered with the best of the best - top names who are authentically fashionable, would drive conversation, but also who’d produce premium content - the agency was extremely selective with their process, bringing to life partnerships with 10% of those who opted in.
Detailed content briefs - including specifics on when product should be shown, what needed to be said and when - were incredibly helpful in coordinating premium content that aligned with Armani’s brand look and feel.
A combination of nationally and regionally relevant names - all incredibly powerful during their football/basketball season - provided a well-rounded roster of athlete creators who organically drove conversation across the country.
The athlete breakdown included:
45+ Tier 1 athletes - supported by Postgame’s videographer network
150+ Tier 2 Athletes - creating 100% UGC style content
Top athletes such as:
Cam Ward, Miami quarterback, Heisman Trophy finalist,
Isaiah Bond, Texas wide receiver, top 2025 NFL Draft pick
Caleb Downs, Ohio State safety, National Champion, top 2025 NFL Draft pick
Will Howard Ohio State quarterback, National Champion
Tetairoa McMillan, Arizona wide receiver, top 2025 NFL Draft pick
Cade Klubnik, Clemson quarterback
Jalen Milroe, Alabama quarterback
Evan Stewart, Oregon wide receiver
Zach/Zion Branch, USC wide receiver/safety duo
RJ Davis, Eilliot Cadeau, Ian Jackson, North Carolina basketball trio
The Result:
Across the campaign, Postgame garnered:
Approx. 200 participants
Approx. 1,000 content units created by athletes
Approx. 600 total content posts - combination videos + photo carousels across Instagram and TikTok
40M+ estimated total impressions over the duration of the campaign
420k+ estimated total engagements over the duration of the campaign
Average engagement rate was 23% - 10x higher than average influencer marketing campaigns