Bespoke tailors, Owen Scott, based in Huddersfield, were granted the rights to make and sell in the UK the “F*** You” Suit Conor McGregor wore in the lead up to his boxing match with Floyd Mayweather in August 2017. The cloth, which itself was manufactured in Huddersfield, gained worldwide attention in a press conference. While the suit itself was available to purchase from the US at a price tag of $6000, Owen Scott were offering a more ‘pocket friendly’
price tag of £2-3k.
Owen Scott required a PR agency to maximise the attention from the US press conference and promote their suits to the UK market,
with the overall aim of selling 100 suits.
We undertook a huge push in advance of the McGregor vs Mayweather fight achieving press coverage in specifically identified publications relating to Owen Scott’s target market which included the local business press, fashion publications, London titles and even LadBible.
The press activity ensured Owen Scott sold out of the suits and significantly raised awareness of the brand. The AVE (advertising value equivalent) for this small budget campaign stood at £45k alone!