Carhartt is aligning with the NFL through the tradespeople building Highmark Stadium
Tapping into sports and fandom has been a major trend for brands this year, but Carhartt looked off the field.
Carhartt, a 135-year-old workwear brand, has joined forces with the NFL for its latest "Made Possible" campaign. This 30-second advertisement showcases the construction workers and tradespeople who built Highmark Stadium, the Buffalo Bills' new home set to open in time for the 2026 season. Norma Delaney, Carhartt's vice president of marketing and creative, emphasized the brand's commitment to its roots as a company that serves working people.
By staying true to this focus, Carhartt's ads effectively emphasize their products and their customer base.
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