{"id":47690,"date":"2026-07-10T01:50:23","date_gmt":"2026-07-10T01:50:23","guid":{"rendered":"https:\/\/www.europesays.com\/australia\/47690\/"},"modified":"2026-07-10T01:50:23","modified_gmt":"2026-07-10T01:50:23","slug":"la-rams-partner-with-homie-for-melbourne-campaign","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/australia\/47690\/","title":{"rendered":"LA Rams partner with HoMie for Melbourne campaign"},"content":{"rendered":"

\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n

Share<\/p>\n

<\/a><\/p>\n

\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n

Tweet<\/p>\n

<\/a><\/p>\n

\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n

Share<\/p>\n

<\/a><\/p>\n

\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n

Email<\/p>\n

<\/a><\/p>\n

The LA Rams<\/a> have partnered with Melbourne social enterprise streetwear label HoMie, launching a campaign designed to build local support ahead of the NFL\u2019s<\/a> first regular-season game in Australia.<\/p>\n

The collaboration, created by independent Melbourne agency Town Square, will launch HoMie\u2019s limited LA Rams x HoMie collection. All profits from the range will go towards supporting young people affected by homelessness or hardship.<\/p>\n

READ MORE: NFL\u2019s historic Australian game gets a confirmed rival<\/a><\/p>\n

READ MORE: Fox League hits the road for NRL Magic Round<\/a><\/p>\n

The campaign comes ahead of the Rams\u2019 match against the San Francisco 49ers at the MCG on Friday, 11 September 2026.<\/p>\n

Town Square was tasked with helping position the Rams as Melbourne\u2019s NFL<\/a> team, rather than a visiting franchise arriving for a one-off fixture.<\/p>\n

Building Melbourne\u2019s \u2018Extended Ramily\u2019<\/p>\n

The agency has used the Rams<\/a>\u2019 fan term \u201cRamily\u201d to create \u201cThe Extended Ramily\u201d, positioning Melbourne as an extension of the team\u2019s Los Angeles fanbase.<\/p>\n

The campaign draws on the sporting cultures of Los Angeles and Melbourne, with the aim of reaching both existing NFL<\/a> fans and more casual local sports audiences.<\/p>\n

Town Square has worked with HoMie since 2023. The B Corp Certified agency said the campaign was built around cultural connection and community impact, rather than simply dropping the Rams brand into the local market.<\/p>\n

The campaign will roll out across out-of-home, digital, social and in-store activity. Pre-orders for the limited collection are open until 13 July.<\/p>\n

\"\"<\/a><\/p>\n

Sport, streetwear and social impact<\/p>\n

HoMie has supported more than 4,500 young people through its Pathway Alliance and VIP programs. Its work focuses on practical pathways and support for young people experiencing, or at risk of, homelessness.<\/p>\n

Stephanie Say, chief executive officer at HoMie, said the collaboration went beyond sport and streetwear.<\/p>\n

\u201cThis collaboration goes beyond sport and streetwear, it\u2019s about shared values. The LA Rams have a genuine track record of investing in the communities they\u2019re part of, and by partnering with HoMie, they\u2019re showing up in Melbourne with real intent.<\/p>\n

\u201cTogether, we\u2019re creating something that will connect with Melburnians, hopefully for the long-term, while directly supporting young people affected by homelessness.\u201d<\/p>\n

Brendan Day, executive creative director at Town Square, said the campaign was about finding common ground between two sports-focused cities.<\/p>\n

\u201cThe Extended Ramily is about finding that shared DNA between two sports-obsessed cities and celebrating it in a way that feels genuine.<\/p>\n

\u201cThis isn\u2019t about dropping the Rams into Melbourne, but stitching them into the sporting heartbeat of the city while raising awareness and much needed funds for HoMie and the important work it does to address homelessness.\u201d<\/p>\n

\"\"<\/a><\/p>\n

The campaign was developed by Town Square, with creative leadership from Day, chief strategy officer Jeff Malone, design director Luke Henley, head of production Anna Morris, video editor Jimmy Walker, account director and producer Jacqueline Smith, and account manager Eve Uittenbosch.<\/p>\n

The HoMie team includes Say, co-founder and creative director Marcus Crook, brand and production lead Kirsten Biacsi, and social media coordinator Emily Hazeldine.<\/p>\n

Keep on top of the most important media, marketing, and agency news each day with the Mediaweek Morning Report \u2013 delivered for free every morning to your inbox.<\/a><\/p>\n

\t\t\t\t\t\t\t\t\t\t\t\tAnna Morris<\/a>, Brendan Day<\/a>, Emily Hazeldine<\/a>, Eve Uittenbosch<\/a>, HoMie<\/a>, Jacqueline Smith<\/a>, Jeff Malone<\/a>, Jimmy Walker<\/a>, Kirsten Biacsi<\/a>, LA Rams<\/a>, Luke Henley<\/a>, Marcus Crook<\/a>, MCG<\/a>, NFL<\/a>, San Francisco 49ers<\/a>, Stephanie Say<\/a>, Town Square<\/a><\/p>\n

\t\t\t\t\t\t\t\t\t