Carhartt’s NFL campaign puts Highmark Stadium’s builders in the spotlight

Carhartt’s new 30-second spot for the NFL season focuses on the construction workers and tradespeople who helped build Highmark Stadium, the Buffalo Bills’ venue set to open ahead of the 2026 season. The ad is part of the brand’s ongoing “Made Possible” campaign, which has previously highlighted the workers behind major projects.

Norma Delaney, Carhartt’s vice president of marketing and creative, said the campaign’s strength lies in its authenticity. “We have a lot of authenticity because we’ve just been very focused on our consumer and what their needs are,” she said. “As long as we’re always coming back to that, it leads to really interesting marketing efforts.”

The campaign also includes a two-minute extension featuring Bills alum Thurman Thomas, whose construction company 34 Group installed the stadium’s seats. Thomas gives a tour of the venue to current Bills running back James Cook III. Carhartt previously worked with Thomas last fall on a similar spot showcasing the people behind the construction.

The sports-marketing move reflects a broader industry trend of brands aligning with fandom, but Carhartt’s approach stays off the field, centering on the workers and the products they use.