THE OAKLAND RAIDERS
(relaunch)
Product:
branded household goods, apparel, and memorabilia
licensed by the NFL team
Objectives:
broaden the appeal of the Raiders beyond the core young male fans
organize a gamut of branded products, making each seem special,
raising the perception of quality
drive web traffic to an even wider product assortment
give the reader a sense of identification with the team through
graphics, familiarity, and a team history timeline
