THE ARMADILLO KIT

Project Responsibilities

• Brand Lead 

• Jersey Design and Development Lead 

• Narrative Support 

• Art Direction Support 

• Digital and Channel Strategy 

• Go-to-market Strategy 

• Event Development / Event Execution 

• Creative Asset Management

• Project Management 

Project Details

• “The Armadillo Kit” the Club’s new secondary jersey for the 2024 and 2025 seasons celebrates one of the Austin community’s most famous and vibrant cultural exports: live music 

• The design/narrative pays homage to Armadillo World Headquarters (AWHQ), an iconic and globally recognized concert venue that flourished from 1970 to 1980. Located at 525 ½ Barton Springs Road, AWHQ has been credited as a cultivator of Austin’s creative, vibrant, and “all ways welcome” spirit that earned Austin’s famous moniker as “The Live Music Capital of the World”. Famous musicians who played at AWHQ include Willie Nelson, Bruce Springsteen, Waylon Jennings, Ray Charles, Stevie Ray Vaughn, ZZ Top, Frank Zappa, members of the Grateful Dead, and The Ramones, amongst others

• The kit features a new shade of Verde set against a cream-colored base, with an image of an armadillo on the jock tag, as well as Armadillo World Headquarters’ original address of 525 1⁄2 Barton Springs Road on the back of the neckline

• The story was told through product, design, video and photo with multiple custom studio and set builds 

• Austin FC embarked on a cultural collaboration with the original owners of Armadillo World Headquarters to host a special jersey launch party at ACL Live on February 15, where the jersey was physically unveiled for the first time. Ray Benson and Asleep at the Wheel, as well as country artist William Beckman, local Austin hip-hop artists Kydd Jones and Blackchyl, and DJs King Louie and Orya, all performed

• The event paid homage to AWHQ in many ways, from the music, to the décor, to the food and beverages – where some of AWHQ’s iconic food offerings were available for guests 

• Jersey sell-through surpassed all previously launched Austin FC kits in both units sold and gross total revenue 

• Social metrics and earned media metrics exceeded expectations with more coverage and more engagement than any other jersey launch 

*imagery by Jacob Gonzalez