Spark & Riot's Mick Kelleher Directs La-Z-Boy's "Jer-Z-Boy"
August 5, 2026
Football jerseys are prized possessions for devoted fans, and La-Z-Boy wants them in the living room. The furniture brand partnered with agency Colle McVoy and fashion designer Kristin Juszczyk on the "Jer-Z-Boy." It's a custom recliner that creates the ultimate statement piece for any football fan's home. Debuting July 28, the piece arrives ahead of a 2026 NFL season that kicks off on September 9. The sweepstakes gives winners a bespoke chair and $1,000 in La-Z-Boy store credit to complete their game-day setup. Entries close September 14.
Rob Sundy, president of retail at La-Z-Boy Corp., pointed to the sentimental weight fans attach to the jersey itself. "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," said in a press release.
Colle McVoy's 2025 identity work, La-Z-Boy's first refresh in 22 years, staked the brand's claim on comfort as a lifestyle. And football season delivers the year's longest run of hours spent sitting still, giving the brand a reason to enter the conversation.
Juszczyk Designs the Chair She Couldn't FindThe 60-second hero film follows Juszczyk on a failed hunt for the perfect game-day chair. After coming up short, she ends up building her own out of her jerseys. The story continues on social media with behind-the-scenes footage and close-up looks at the handcrafted upholstery. Jessica Henrichs, CEO of DonerColle, the Stagwell alliance that includes Colle McVoy, credited the idea to finding a cultural entry point first. "The most impactful ideas start by finding the right connection to culture," Henrichs shared.
"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."
Juszczyk is known for viral NFL game day designs and transforming sports apparel into luxury fashion. Her brand recognition climbed further when Taylor Swift was spotted wearing one of her designs.
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