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York Athletics Proves To Be A Massive Hit Among College Athletes

Independent footwear brand York Athletics steals the show in the earliest days of NIL by becoming the first shoe company to work with college athlete influencers at scale. 

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Postgame Member
Mac Horvath - University of North Carolina - Baseball

TESTIMONIAL

"This was a massive win for us..."

“POSTGAME was the partner we were looking for to help us efficiently identify and partner with college athletes. Our top priorities as a brand are generating relevant awareness and to better engage with our target customers - which we are finding are fans and followers of these athletes. The POSTGAME team made smart recommendations of which athletes to partner with and both the final tally of athletes and quality of the UGC was extremely impressive. This was a massive win for us as a brand"

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Greg Segel

Vice President of Ecommerce

York Athletics Mfg.

THE CHALLENGE

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Lexi Hill

Princeton University -Women's Soccer

Instagram: 148,000 Followers

TikTok: 131,000 Followers

  • York Athletics Mfg (“York Athletics”) is a 3rd generation family run independent footwear brand that bridges the gap between style and performance. 
     

  • In the hyper competitive footwear industry, York Athletics is fighting to increase its market share by affordably driving awareness and engagement among it’s target audience of 24-42 year old athletic enthusiasts.
     

  • Due to recent limitations with paid advertising platforms such as Facebook, partnering with college athletes was a priority to have a more targeted reach to their ideal customer through athletes’ collective social channels and leverage their recognizable Names, Images and Likenesses.
     

  • Minimal understanding of the college athletics space and limited internal bandwidth prohibited York from entering the space.
     

  • Content creation, creating brand awareness and driving a profitable ROAS were YORK’s primary goals.

THE SOLUTION

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Lexi Ellis

University or Oregon Track & Field

Instagram: 61,000 Followers

TikTok: 136,000 Followers

  • Recruit from POSTGAME’s Community of 5,200+ collegiate athletes to handpick the athletes that best fit the YORK brand and story.
     

  • Establish a partnership with 30+ regionally aspirational and verified athletes to seed free products and provide cash compensation in exchange for UGC and having the athletes post content on their social media channels over the course of a 4 week campaign.
     

  • Compensating athletes provided YORK with 90+ pieces of UGC that York Athletics can leverage in their own organic and paid social campaigns.
     

  • POSTGAME helps York Athletics by streamlining the recruitment, communication, contracting, and fulfillment of the athletes content creation and social posting responsibilities.
     

  • York Athletics has identified several top performing athletes that will be activated as on-going brand ambassadors, including social media whitelisting.
     

THE RESULTS

91

High quality UGC pieces created by Postgame athletes during campaign

365K

Combined social engagements from 32 athletes within 4 weeks

80%

New users to York Athletics website driven from Postgame athletes

POSTGAME drove immediate success and long term value, driving KPI’s above anticipated outcomes.

CAMPAIGN EXAMPLES

Taylor Moreno

University of North Carolina

Women's Lacrosse

Sam Swart

Syracuse University
Women's Lacrosse

Mac Horvath

University of North Carolina

Men's Baseball