Buffalo Wild Wings 2021 "Rally Cap" Hits Right

Simple ideas sing. Cue the latest track from Buffalo Wild Wings.

The wing-slingin’ chain has gone all in on sports fans in its marketing, particularly in recent years. As we close out a year that we wish we could forget for so many reasons, BW3 has dropped a marketing effort that is super-smart and attention-grabbing. Behold the 2021 Rally Cap.

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Like so many great creative ideas, it is what it says it is. Buffalo Wild Wings hit on a universal nerve through a concept and symbol that is familiar to the sports fan community: the inside-out rally cap. The landing page for the campaign tells the story we all know — in all its ad-manifesto-like-glory.

And before you ask, YES, all the proceeds for the sales of the cap are going to a related and meaningful cause. The Buffalo Wild Wings Foundation mission is emphatically relevant across all fronts:

We are determined to close the access gap and allow as many children as possible the chance to play sports. The funds raised go directly to the Buffalo Wild Wings Foundation, whose mission is to help build communities where all kids can thrive, compete, and belong to a team. The Buffalo Wild Wings Foundation is a division of the Inspire Brands Foundation, which is a registered 501(c)(3).

According to Busted Coverage, the campaign will be supported by multiple NBA and WNBA athletes furthering the opportunities for brand awareness, sales and customer engagement.

A clever PR move by BW3s with the rally cap and a message that everyone can likely get behind and aspire to realize: “The Comeback is Always Stronger than the Setback.”