How Filson Brought Their Heritage Brand to Life for Kraken Fans

Filson wanted a Kraken partnership that lived beyond static signage, something fans could engage with whether they were watching from home or cheering at Climate Pledge Arena. So we launched the “Unleash the Kraken” giveaway, a mobile-led experience that mixed at-home challenges with an in-arena AR moment that literally made it rain Filson pucks. The payoff? Thousands of emails, tens of thousands of brand interactions, and real foot traffic into Filson’s flagship store.

11,900+

verified emails collected

3,500+

in-arena sign-ups

6.7

avg outcomes per user

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The Mission

‍As a 125-year-old clothing brand, Filson has a huge history, but they wanted to translate that heritage into digital engagement with today’s hockey fans. Their goal was to boost email acquisition, deepen product affinity, and strengthen their presence in the Seattle market.

The Experience

‍We built a fan journey that carried through the whole season, from the quiet moments at home to the noise of the arena. Before game day, fans completed engaging digital actions that introduced them to Filson: tapping through product moments, learning quick facts, and earning bonus entries that kept them returning each week.

Inside Climate Pledge Arena, things got louder.At each home game, we made it rain pucks! Fans lifted their phones and watched Filson pucks appear in their SmartWallet in AR - floating, spinning, waiting to be picked up for a chance to win branded beanies redeemable at the Filson store downtown.

The Results

‍The activation hit the mark, on and off the ice:

11,981 verified emails collected
3,500+ in-arena signups
6.7 avg outcomes per user
$4.05 cost per unique email

Filson turned a sports sponsorship into a hands-on engagement moment - one that introduced new fans to the brand, pulled them into retail, and proved that heritage and technology can make a powerful combo.

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