THE UNIFORM FOR AUSTIN

Project Responsibilities

• Narrative Lead 

• Creative Development 

• Creative Production Support 

• Art Direction Support 

• Creative Asset Management 

• Digital Strategy

• Go-to-market Strategy  

Project Details

• Campaign to launch the 2021 Austin FC Primary Jersey for the Inaugural Season 

• The goal was to launch a jersey that aligned with Austin culture from day one, while maximizing jersey sales, reach and earned media for jersey sponsors 

• We showcased the creative, diverse and unique nature of ATX by creating a “Uniform for Austin” for legends in the community (i.e., Willie Nelson, Matthew McConaughey, Shakey Graves, etc.)

• Set the single-day record for sales on MLSstore.com, surpassing other expansion Clubs in their inaugural season 

• Created the most social impressions of any jersey launch by an expansion club over the last five years resulting in the greatest single-day followership growth 

• +120 feature articles including ESPN Sportscenter, Soccerbible, Hypebeast, Texas Monthly, The Late Show with Stephen Colbert, amongst others 

• The launch foreshadowed the power of Austin FC’s brand reach with product selling out across several other outlets including YETI stores, third party retail and soccer specialty 

*imagery by Philip Edsel