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KUTFTBL – Email/SMS Marketing

Project Objectives and Goals:

When KUTFTBL approached our agency, they were at a crucial growth intersection. Despite achieving notable organic growth through their internal efforts, their email marketing channel was underperforming, and their SMS infrastructure was nonexistent. As a brand created by NFL veteran Kevin Kassis, KUTFTBL needed a marketing approach that matched their authentic, player-focused ethos while driving substantial growth.

The primary challenge lay in their existing email marketing infrastructure. While functional, it wasn’t driving meaningful user actions or converting at the desired rate. Previous implementations, both from internal teams and other agencies, had created a foundation but failed to capitalize on the brand’s unique position in the market. The growth rate was significantly below what the brand’s market position and product quality suggested was possible.

Our objectives were threefold:

  1. Revitalize the email marketing channel to drive higher engagement and conversion rates
  2. Establish a robust SMS marketing infrastructure from the ground up
  3. Create a cohesive communication strategy that aligned with the brand’s authentic voice while driving measurable results

Key Performance Metrics

  • 304% Increase in Revenue Generated
  • 421% Increase in Subscriber Acquisition Rate
  • 710% Increase in Email Clicks

The Solution

Our approach centered on leveraging the full potential of the Klaviyo CRM ecosystem, combined with a deep understanding of user behavior across multiple platforms. Rather than working in isolation, we created a comprehensive strategy that integrated data from multiple touchpoints – Klaviyo, Shopify, and Google Analytics – to build a complete picture of the customer journey.

The implementation process began with a complete overhaul of their email marketing infrastructure. We developed new, conversion-optimized email templates that maintained KUTFTBL’s authentic voice while driving action. These templates weren’t just visually appealing; they were strategically designed to resonate with their core audience of football players and enthusiasts.

We established sophisticated user journeys that responded to specific behavioral triggers, ensuring that each communication was relevant and timely. The campaign structure was rebuilt from the ground up, implementing a regular cadence that kept KUTFTBL top-of-mind without overwhelming their audience. Every element was carefully crafted to align with the Founder’s brand vision, maintaining the authentic connection with their audience that had been crucial to their initial success.

The results were remarkable:

  • 304% increase in revenue generated through email marketing
  • 421% increase in new subscriber acquisition rate
  • 710% increase in email click-through rates

What makes these results even more impressive is the timeline: the entire strategy was built and implemented within 60 days, with the program running through their critical 4-month seasonal push.

About The Client

KUTFTBL represents a unique success story in the competitive football equipment market. Founded by NFL veteran Kevin Kassis, the brand embodies a powerful philosophy: football equipment designed by players, for players. This authentic approach has allowed them to carve out a significant market position despite competing against established brands like Battle Sports and NXTRND.

What sets KUTFTBL apart is their unwavering commitment to meeting real player needs. Their signature product line of pre-scrunched socks emerged from a genuine understanding of player preferences and requirements. This initial success has fueled their expansion into complementary products, including arm sleeves, undershirts, and football ski masks, each developed with the same player-centric approach.

Despite operating with a smaller budget compared to their competitors, KUTFTBL has successfully maintained its market position through authenticity and deep understanding of player needs. Their success demonstrates that genuine connection with your target market can overcome larger marketing budgets. The brand has not just survived the entry of larger competitors into the market; it has thrived by staying true to its core mission of serving football players with products that truly understand their needs.