La-Z-Boy, the undisputed MVP of comfort, and AOR Colle McVoy are teaming up with fashion designer Kristin Juszczyk for a collaboration that taps into game-day passion and home aesthetics. Introducing ‘Jer-Z-Boy’: a limited-edition, bespoke recliner designed by La-Z-Boy and Juszczyk to turn a fan’s most prized memorabilia into a high-fashion centerpiece.
As football season approaches, fans across the country are in search of ways to level up their home viewing experience. Known for her viral, hand-crafted jersey designs for major sports stars and celebrities, Juszczyk is now bringing her “upcycled chic” aesthetic to the living room and creating statement pieces bound to be the envy of fans everywhere.
The campaign invites fans to enter an online sweepstakes for the chance to win a custom La-Z-Boy recliner. Kristin will work with winners to create a custom, high-style statement piece for their fan cave.
At the center of the campaign is a :60 hero spot, directed by Mick Kelleher and produced by Spark & Riot, that follows Juszczyk on an unsuccessful hunt for the perfect game-day chair, until she realizes she can create her own custom Jer-Z-Boy recliner out of her personal jerseys.
Rob Sundy, President, Retail, La-Z-Boy Corp: “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. By combining Kristin’s incredible eye for design with our heritage of comfort, we’ve created a one-of-a-kind recliner that’s as personal as the team it’s made to celebrate.”
The collaboration taps into the explosive growth of women’s football fandom, with women now making up 47% of the NFL fanbase. The opportunity extends into the home as well: more than 78% of avid NFL households include women who watch more than 18 hours of games each season, making game-day décor and personalized viewing spaces more relevant than ever.
Launching one year after La-Z-Boy’s brand refresh, the campaign demonstrates how the brand is evolving its marketing by creating earned-first cultural moments that extend naturally across PR, social, paid media, retail and consumer participation.
Jessica Henrichs, CEO, DonerColle: “The most impactful ideas start by finding the right connection to culture. 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 launches on July 28, ahead of National Lazy Day (August 10) and extends into a Labor Day promotional window ending September 7. The deadline to enter is September 14.
La-Z-Boy is continuing to build National Lazy Day as a distinctive brand moment that reinforces its ownership of comfort, rest and relaxation while also giving the brand a distinctive way to show up during a crowded Labor Day retail period.
