When The Blue Oval re-launched its Built Ford Proud marketing campaign last month, it did so with some real star power – leaning on Emmy award-nominated actress and first-gen Ford Bronco owner Sydney Sweeney, professional stunt driver Dee Bryant, and world champion big wave surfer Kai Lenny to “celebrate the greater community of Ford drivers who have broken the mold, driven innovation, and defied stereotypes for nearly 120 years.” At the same time, the automaker launched a new workwear collection dubbed Ford x Sydney Sweeney, though it took a mere 31 hours for those goods to sell out, according to the Detroit Free Press.
Though Sweeney rose to fame thank to her roles in Euphoria and The White Lotus, the actress recently attracted a whole new legion of fans by taking on the restoration of her Bronco herself and documenting those exploits on social media. Additionally, Sweeney provides tutorials for those that may not be quite as familiar with working on their own vehicles, showing them how to perform simple tasks like jumping a dead battery and checking tire pressure.
As for the Ford x Sydney Sweeney apparel line – made in partnership with Dickies – it’s designed to be a female-forward workwear collection to “empower and uplift women to pursue their passions, to get involved in the world of cars, and show that anyone can follow their dreams, no matter what they are!” according to Sweeney. Clearly, that struck a chord with plenty of aspiring gear heads, though FoMoCo plans on restocking this merchandise in July, and is currently taking pre-orders for that next wave of goods.
“Our merchandise is just another way of connecting with people who love Ford and our iconic brands,” said Michael O’Brien, Ford director of global marketing. “Seeing our customers’ enthusiasm for outdoor apparel made for off-roading in their Broncos, attending a racing circuit with a sea of fans in Ford Performance racing jackets, and hearing about young women who are inspired to work on their car for the first time because of Sydney Sweeney’s workwear line is so moving – and it’s what this is all about.”
We’ll have more on Ford’s marketing mashups soon, so be sure and subscribe to Ford Authority for 24/7 Ford news coverage.
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