The LA Rams have partnered with streetwear label Homie to promote the team as Melbourne’s NFL franchise ahead of their first regular-season game in the city. The collaboration aims to raise funds for youth homelessness while integrating the Rams into Melbourne’s sports culture.
As the NFL prepares to bring its first-ever regular-season game to the MCG, the LA Rams are making a play to become part of the city’s sporting fabric, partnering with social enterprise streetwear label HoMie to embed the franchise as Melbourne’s NFL team.
Ahead of the LA Rams game against the San Francisco 49ers on Friday 11 September, Melbourne agency Town Square has created a new campaign to launch HoMie’s limited LA Rams x HoMie collaboration, with all profits going directly to combat youth homelessness.
More than just a new merch drop, B Corp Certified Town Square which has worked with HoMie since 2023, was tasked with making the Rams feel unmistakably of Melbourne, not just visitors for a one-off NFL game but a team the city can claim as its own.
Town Square adopted the LA Rams colloquialism ‘Ramily’ to create ‘The Extended Ramily’, positioning Melbourne as an extension of the Rams’ LA fanbase, and the city as a home away from home, by building a genuine connection with local culture and community rather than forcing relevance.
Partnering with HoMie, and its strong association with Melbourne, the creative reflects the passionate homegrown football fandom that exists in the sports mad cities and suburbs of both Los Angeles and Melbourne. Targeting both existing NFL as well as casual fans, the objective is to make the Rams a distinctively Melbourne team while raising awareness of HoMie’s mission.
Since moving back to LA in 2016, the LA Rams have successfully established themselves as a culture-first brand, making significant contributions to programs that improve life across LA communities. Now they are bringing it to Melbourne.
Steph Say, CEO, at HoMie, said: “This collaboration goes beyond sport and streetwear, it’s about shared values. The LA Rams have a genuine track record of investing in the communities they’re part of, and by partnering with HoMie, they’re showing up in Melbourne with real intent. Together, we’re creating something that will connect with Melburnians, hopefully for the long-term, while directly supporting young people affected by homelessness.”
Brendan Day, executive creative director, Town Square, added: “The Extended Ramily is about finding that shared DNA between two sports-obsessed cities and celebrating it in a way that feels genuine. This isn’t 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.”
The campaign will launch across OOH, digital, social and in-store activation with pre-orders only until 13 July.
HoMie has supported more than 4,500 young people through its Pathway Alliance and VIP programs, delivering practical pathways and support for those experiencing or at risk of homelessness.