Details

For a partnership to be successful, there has to be an authentic connection between brand and celebrity. The Grand Wagoneer embodies the essence of American Premium: warmth, class, sophistication, adventure, hard work. We teamed up with two individuals who embody those same qualities, Derek & Hannah Jeter to help tell our story.

In late 2022, the brand embarked on a multi-year partnership with the Jeters, debuting its first :60 piece, “Eyes Wide Open”, during Game 1 of the World Series. The partnership spans all media formats and a variety of other deal points including in-person appearances and bespoke co-branded items.

Results

• 161% increase in vehicle demand month after partnership launch

• Over 3 Billion media impressions in Year 1

• Significant increase in overall brand awareness and consideration