Football jerseys are prized possessions for devoted fans, and La-Z-Boy wants them in the living room.
The furniture brand partnered with agency Colle McVoy and fashion designer Kristin Juszczyk on the "Jer-Z-Boy," a custom recliner upholstered in a fan's own jerseys.
It debuted July 28, ahead of a 2026 NFL season that kicks off on September 9.
The sweepstakes gives winners a bespoke chair and $1,000 in La-Z-Boy store credit to complete their game-day setup. Entries close September 14.
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Rob Sundy, president of retail at La-Z-Boy Corp., pointed to the sentimental weight fans attach to the jersey itself.
"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 in a press release.
Colle McVoy's 2025 identity work, La-Z-Boy's first refresh in 22 years, staked the brand's claim on comfort as a lifestyle.
And football season delivers the year's longest run of hours spent sitting still, giving the brand a reason to enter the conversation.
Juszczyk Designs the Chair She Couldn't Find
The 60-second hero film follows Juszczyk on a failed hunt for the perfect game-day chair.
After coming up short, she ends up building her own out of her jerseys.
The story continues on social media with behind-the-scenes footage and close-up looks at the handcrafted upholstery.
Jessica Henrichs, CEO of DonerColle, the Stagwell alliance that includes Colle McVoy, credited the idea to finding a cultural entry point first.
"The most impactful ideas start by finding the right connection to culture," Henrichs shared.
"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."
Juszczyk is known for viral NFL game day designs and transforming sports apparel into luxury fashion.
Her brand recognition climbed further when Taylor Swift was spotted wearing one of her designs.
She now runs Off Season, an NFL-licensed apparel label that launched in January 2025 with Emma Grede through Fanatics.
The "Jer-Z-Boy" carries her jersey-splicing signature into furniture.
Influencer partnerships hold up when the collaborator owns the craft, since the work shows off a signature that stays with one person.
Women Drive Demand for Game-Day Home Decor
Women make up 47% of the U.S. NFL fan base, according to data compiled by QuantumRun Foresight.
At the same time, 78% of avid NFL households, meaning those watching 18 or more hours per regular season, include female viewers.
The NFL reported the same 47% share back in 2020, so this audience has been sizable for years.
Furniture is a household purchase, so the women inside these avid households are the ones La-Z-Boy is aiming to reach.
Marketers can take three lessons from La-Z-Boy's latest campaign.
- Design for the objects fans already own. Personal belongings carry emotional weight that transfers to whatever a brand builds with them
- Hand creative authority to the maker. A collaborator who physically produces the work leaves a signature on the product itself.
- Anchor the launch to a date you can return to. A campaign tied to a fixed annual occasion compounds recognition every time it runs.
Remember that product design becomes the media buy when the object itself is worth photographing.
Our Take: Can La-Z-Boy Own National Lazy Day?
The most strategic part of the "Jer-Z-Boy" campaign is where the campaign sits on the calendar.
La-Z-Boy has been quietly claiming August 10, National Lazy Day, for three years.
"Long Live the Lazy" launched on National Lazy Day in 2023, alongside "The Decliner," an AI recliner that texted excuses to cancel plans.
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Colle McVoy made that chair, too, which makes Jer-Z-Boy a sequel.
We think that La-Z-Boy already owns the day and keeps the fact to itself.
Spotify teases Wrapped for months, and Starbucks lets the red cup leak early on purpose.
La-Z-Boy hands over a chair every August, then goes quiet until the next one.
Say the date out loud, commit to a chair every year, and brand strategy does the rest while everyone else scrambles for Labor Day attention.
Looking to create branded experiences that consumers actively participate in?
Explore these top creative agencies to find partners specializing in integrated campaigns and experiential marketing.
