Fanatics debuted its first national ad campaign during the ESPY Awards on ESPN Wednesday.

The execution can be seen here.

The ad campaign, according to a report in the Wall Street Journal, features three home videos from football fans showcasing their love for their favorite NFL team (and, in the case of a cute young boy, his knowledge of team logos), all branded with the tagline “Love never loses.” The retailer is encouraging fans to submit user-generated videos that could be used in additional ads that will air in September.

“Consumers have historically viewed us very tactically,” Fanatics CMO Chris Orton told the Journal. “What we’ve been lacking is inspiration and celebration of how great it is to be a fan. We’ve always been in the background from a consumer’s expectation and experience.”