Sport Clips Haircuts, the leading franchise specializing in haircuts for men and boys, is revolutionizing the haircutting experience with its new brand platform and campaign titled “It’s a Game Changer.” Developed in collaboration with independent ad agency Preacher, based in Austin, Texas, the campaign aims to reposition haircuts as an enjoyable activity rather than a mundane chore. This marks the first creative work for Sport Clips by Preacher since becoming the brand’s Agency of Record (AOR) in the summer of 2022.
Sport Clips was founded in 1993 in Austin by Gordon Logan, a former U.S. Air Force aircraft commander. Logan’s vision was to create a place where men could not only fulfill the necessity of getting a haircut but also feel comfortable and at ease. Since then, Sport Clips has grown to nearly 1,900 stores across the United States and Canada, making it the sole national hair care franchise with locations in all 50 states.
At the core of the new national campaign are three 30-second comedic films that highlight the unique aspect of Sport Clips, where customers can have the best of both worlds: getting a haircut and enjoying sports simultaneously. Directed by the renowned JJ Adler, known for her work on comedy campaigns for brands such as GEICO, P&G, SC Johnson, Virgin Mobile, Nestle, and Coke, the spots find humor in the notion that one can never truly have it all—except when they visit Sport Clips. The campaign will also feature 15-second versions of the commercials and will be broadcast across various channels, including linear TV, streaming video, radio, social media, and digital platforms.
Martin Lee, the Chief Marketing Officer of Sport Clips, explained the campaign’s objective, stating that men’s haircuts often lack the fandom and loyalty associated with other experiences. The goal was to transform the perception of haircuts from a chore to an experience designed specifically for men, one they would eagerly anticipate. Sport Clips offers men a unique environment where they can accomplish a task (getting a haircut) while simultaneously relaxing, thanks to the opportunity to watch sports, receive a massaging shampoo, and indulge in a hot towel treatment. This combination allows men to take a break from their busy schedules while also checking off an item from their to-do list, making Sport Clips a true game changer in the industry.
The creative team at Preacher emphasized the significance of sports in the Sport Clips experience. They discovered that sports at Sport Clips are more about comfort and relaxation than energy and excitement. This realization became the foundation for the campaign’s strategic and creative direction. The objective was to make the necessary task of getting a haircut feel like an enjoyable opportunity rather than an obligation. Preacher highlighted that Sport Clips offers more than just a haircut; it provides an escape from the daily grind, allowing customers to indulge in a guilt-free experience.
Sport Clips is headquartered in Georgetown, Texas, and was established in 1993. It began franchising in 1995 and has since grown into a successful sports-themed haircutting franchise catering to men and boys. The brand prioritizes convenience for its clients, offering online check-in services. Sport Clips has been recognized as #30 in Entrepreneur’s “Franchise 500” for 2023 and has also been featured in Franchise Direct’s 2021 “Top 100 Global Franchises.” With nearly 1,900 stores in the U.S. and Canada, Sport Clips is committed to supporting veterans and has been named the “Official Haircutter” of the Veterans of Foreign Wars (VFW). The brand offers preferential pricing on haircuts and franchises for veterans and was honored as a top franchise for veterans by Entrepreneur in 2021. Sport Clips is actively involved in philanthropic endeavors, such as its annual Help A Hero fundraiser, which has raised $13 million for the VFW, and its partnership with the St. Baldrick’s Foundation, a leading funder of childhood cancer research grants. Additionally, Sport Clips sponsors NASCAR’s Joe Gibbs Racing team, SRX Racing, and other NCAA and professional sports teams, solidifying its commitment to the world of sports.
Preacher, the creative agency behind the campaign, is a full-service company located in Austin, Texas. They have worked with prominent brands such as Shake Shack, High Noon, Foot Locker, StreetEasy, and ESPN. With their expertise in crafting compelling brand stories, Preacher aims to spread the word about brands they believe in, including Sport Clips.
Sport Clips’ collaboration with Preacher and the launch of the “It’s a Game Changer” campaign signify a fresh approach to the men’s haircutting industry. By highlighting the unique combination of sports and relaxation, Sport Clips aims to differentiate itself from competitors and position its stores as a go-to destination for men looking for a rewarding and enjoyable grooming experience.
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