As football fandom continues to reshape consumer culture, La-Z-Boy is betting that the next coveted piece of memorabilia won’t hang in a closet; it’ll sit in the middle of the living room.
The furniture brand has teamed with fashion designer Kristin Juszczyk and agency Colle McVoy to launch the Jer-Z-Boy, a limited-edition custom recliner upholstered using fans’ own sports jerseys.
The campaign extends Juszczyk’s now-signature approach to repurposing jerseys into fashion, applying the same handcrafted aesthetic to one of football’s most recognizable viewing essentials: the recliner.
At the center of the campaign is a 60-second hero film featuring Juszczyk searching unsuccessfully for the perfect game-day chair before deciding to create one herself using her own collection of jerseys. The spot is supported by social content documenting the design process while encouraging fans to enter a nationwide sweepstakes for a chance to win a custom Jer-Z-Boy recliner. Watch below:
REELated:
La-Z-Boy expands Colle McVoy creative and social AOR
The winner will also receive $1,000 in La-Z-Boy store credit to complete their game-day setup.
“Our fans put so much heart into the jerseys they wear, so we wanted to find a way to make those memories part of where they watch the game,” said Rob Sundy, president of retail for La-Z-Boy. “By combining Kristin’s incredible eye for design with our heritage of comfort, we’ve created something that’s as personal as the team it’s made to celebrate.”
The campaign represents another example of brands leveraging Juszczyk’s growing influence beyond apparel. Her customized jersey creations have become viral sensations worn by professional athletes, celebrities and sports personalities, helping establish a new category that blends fandom with luxury fashion.
For Colle McVoy, the work also reflects a broader shift toward culturally driven campaigns designed to generate earned media rather than relying solely on traditional advertising.
“The most impactful ideas start by finding the right connection to culture,” said Jessica Henrichs, CEO of DonerColle. “By bringing Kristin Juszczyk’s signature design style to one of the most iconic pieces of game-day furniture, we created something that’s deeply personal for fans, true to the La-Z-Boy brand and naturally built to spark conversation.”
The campaign also taps into football’s changing audience. According to La-Z-Boy, women now account for 47% of the NFL fan base, while 78% of avid NFL households include women who watch more than 18 hours of games each season. Those trends have expanded opportunities for brands to rethink traditional “man cave” marketing in favor of more personalized, design-forward viewing spaces.
The activation arrives one year after La-Z-Boy’s brand refresh and continues the company’s effort to establish National Lazy Day (Aug. 10) as an ownable marketing moment leading into the competitive Labor Day retail season.
Fans can enter the Jer-Z-Boy sweepstakes through Sept. 14, with the promotion running throughout football’s opening weeks.
CREDITS:
BRAND: La-Z-Boy
AGENCY: Colle McVoy
