The LA Rams have partnered with Melbourne social enterprise streetwear label HoMie, launching a campaign designed to build local support ahead of the NFL’s first regular-season game in Australia.
The collaboration, created by independent Melbourne agency Town Square, will launch HoMie’s limited LA Rams x HoMie collection. All profits from the range will go towards supporting young people affected by homelessness or hardship.
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The campaign comes ahead of the Rams’ match against the San Francisco 49ers at the MCG on Friday, 11 September 2026.
Town Square was tasked with helping position the Rams as Melbourne’s NFL team, rather than a visiting franchise arriving for a one-off fixture.
Building Melbourne’s ‘Extended Ramily’
The agency has used the Rams’ fan term “Ramily” to create “The Extended Ramily”, positioning Melbourne as an extension of the team’s Los Angeles fanbase.
The campaign draws on the sporting cultures of Los Angeles and Melbourne, with the aim of reaching both existing NFL fans and more casual local sports audiences.
Town Square has worked with HoMie since 2023. The B Corp Certified agency said the campaign was built around cultural connection and community impact, rather than simply dropping the Rams brand into the local market.
The campaign will roll out across out-of-home, digital, social and in-store activity. Pre-orders for the limited collection are open until 13 July.
Sport, streetwear and social impact
HoMie has supported more than 4,500 young people through its Pathway Alliance and VIP programs. Its work focuses on practical pathways and support for young people experiencing, or at risk of, homelessness.
Stephanie Say, chief executive officer at HoMie, said the collaboration went beyond sport and streetwear.
“This collaboration goes beyond sport and streetwear, it’s about shared values. The LA Rams have a genuine track record of investing in the communities they’re part of, and by partnering with HoMie, they’re showing up in Melbourne with real intent.
“Together, we’re creating something that will connect with Melburnians, hopefully for the long-term, while directly supporting young people affected by homelessness.”
Brendan Day, executive creative director at Town Square, said the campaign was about finding common ground between two sports-focused cities.
“The Extended Ramily is about finding that shared DNA between two sports-obsessed cities and celebrating it in a way that feels genuine.
“This isn’t about dropping the Rams into Melbourne, but stitching them into the sporting heartbeat of the city while raising awareness and much needed funds for HoMie and the important work it does to address homelessness.”
The campaign was developed by Town Square, with creative leadership from Day, chief strategy officer Jeff Malone, design director Luke Henley, head of production Anna Morris, video editor Jimmy Walker, account director and producer Jacqueline Smith, and account manager Eve Uittenbosch.
The HoMie team includes Say, co-founder and creative director Marcus Crook, brand and production lead Kirsten Biacsi, and social media coordinator Emily Hazeldine.