PRESS

La-Z-Boy is debuting a campaign Tuesday that is sponsoring a contest whose winner will “score a bespoke recliner” featuring decals from their favorite football team made by fashion designer Kristin Juszczyk, according to Robert Klara of ADWEEK. Juszczyk -- who launched a licensed NFL apparel line in 2025 and who is the wife of 49ers FB Kyle Juszczyk -- will “stitch the victor’s favorite football jersey right into the backrest, along with a few other touches.” La-Z-Boy has “dubbed the chair the ‘Jer-Z-Boy.’” With creative help from Minneapolis-based agency Colle McVoy, La-Z-Boy is kicking off the campaign with a “minute-long spot showing Juszczyk trying and failing to get comfortable on a series of chairs before finally choosing a La-Z-Boy.” The “unspoken message: she wouldn’t bother to customize a chair that she doesn’t enjoy lounging in.” Shorter cuts for social media will “accompany the flagship spot.” La-Z-Boy is also “handing out $1,000 in store credit for accessories” to help the winner “complete their fan cave” -- the place that “most people still call a ‘man cave’” 

In today’s creative news, La-Z-Boy teams with fashion designer Kristin Juszczyk on a “Jer-Z-Boy” recliner, SAP puts AI fears in historical perspective, and Modelo rolls out a minimalist campaign for smaller bottle.

La-Z-Boy, the undisputed MVP of comfort, and AOR Colle McVoy are teaming up with fashion designer Kristin Juszczyk for a collaboration that taps into game-day passion and home aesthetics. Introducing ‘Jer-Z-Boy’: a limited-edition, bespoke recliner designed by La-Z-Boy and Juszczyk to turn a fan’s most prized memorabilia into a high-fashion centerpiece. As football season approaches, fans across the country are in search of ways to level up their home viewing experience. Known for her viral, hand-crafted jersey designs for major sports stars and celebrities, Juszczyk is now bringing her “upcycled chic” aesthetic to the living room and creating statement pieces bound to be the envy of fans everywhere. The campaign invites fans to enter an online sweepstakes for the chance to win a custom La-Z-Boy recliner upholstered with their own cherished jerseys. Winners will also receive $1,000 in La-Z-Boy store credit to complete their fan cave with matching décor and accessories. At the center of the campaign is a :60 hero spot, directed by Mick Kelleher and produced by Spark & Riot, that follows Juszczyk on an unsuccessful hunt for the perfect game-day chair, until she realizes she can create her own custom Jer-Z-Boy recliner out of her personal jerseys. Rob Sundy, President, Retail, La-Z-Boy Corp: “Fans put so much heart into the jerseys they wear, so we wanted to find a way to make those memories part of where they watch the game. By combining Kristin’s incredible eye for design with our heritage of comfort, we’ve created a one-of-a-kind recliner that’s as personal as the team it’s made to celebrate.” The collaboration taps into the explosive growth of women’s football fandom, with women now making up 47% of the NFL fanbase. The opportunity extends into the home as well: more than 78% of avid NFL households include women who watch more than 18 hours of games each season, making game-day décor and personalized viewing spaces more relevant than ever. Launching one year after La-Z-Boy’s brand refresh, the campaign demonstrates how the brand is evolving its marketing by creating earned-first cultural moments that extend naturally across PR, social, paid media, retail and consumer participation. Jessica Henrichs, CEO, DonerColle: “The most impactful ideas start by finding the right connection to culture. By bringing Kristin Juszczyk’s signature design style to one of the most iconic pieces of game-day furniture, we created something that’s deeply personal for fans, true to the La-Z-Boy brand and naturally built to spark conversation.” The campaign launches on July 28, ahead of National Lazy Day (August 10) and extends into a Labor Day promotional window ending September 7. The deadline to enter is September 14. La-Z-Boy is continuing to build National Lazy Day as a distinctive brand moment that reinforces its ownership of comfort, rest and relaxation while also giving the brand a distinctive way to show up during a crowded Labor Day retail period.