M&S Autograph takes centre court at the NBAs

The Brief

Launch the latest M&S Autograph menswear collection and elevate brand perception, increase awareness, and drive engagement among a style-conscious male audience across key social platforms.

The Plan

To spotlight the new Autograph collection through a dynamic, influencer-led activation that seamlessly blended fashion, sport, and lifestyle - creating a culturally resonant moment and expanding the reach of the collection.

The campaign was brought to life through a multi-phased strategy:

1. Pre-game content capture at the Hilton, Yas Island to create branded content for social use

2. Exclusive experience at the NBAs with influences sporting the Autograph menswear collection, driving live content

3. Amplification of influencer content across M&S channels to drive further noise, reach and credibility

What we did

• Pre-event storytelling: A curated group of fashion-forward influencers were styled in full Autograph looks for a high-production shoot at the Hilton, Yas Island. This premium content was designed to perform across both brand and influencer platforms, with a focus on elevated aesthetics and strong narrative impact.

• Live event integration: Influencers attended the NBA Games dressed in Autograph, capturing and sharing real-time content - including Instagram Stories, Reels, and in-feed posts - showcasing the collection in a vibrant, high-energy setting.

• Maximising visibility: The campaign leveraged influencer reach and multi-channel distribution to generate buzz, enhance brand affinity, and position Autograph as a modern, confident choice for contemporary menswear.

• The result: High engagement, positive sentiment, and a refreshed brand presence -reinforcing Autograph’s role in the premium menswear space.

• The Autograph NBAs activation highlighted the power of immersive, influencer-led storytelling - seamlessly blending sport, fashion, and lifestyle to create culturally resonant moments that drive meaningful brand connection.