Our strategy was rooted in a simple truth: Pokémon fandom is fueled by passionate creators, collectors, players, and lifelong fans who make the franchise part of their identity.
By elevating those super fans as the faces and voices of the campaign, their excitement naturally spread outward to casual fans, nostalgic audiences, and new Trainers alike.
So we created “Calling All Trainers,” a fan-first integrated campaign spanning social, earned, owned, digital, and in-store. Real super fans became the models, storytellers, and ambassadors of the collection, with genuine Pokémon fan Joe Jonas helping amplify the campaign into a cultural moment that reached far beyond expectations.
