THE HEARTBEAT KIT

Project Responsibilities

• Brand Lead 

• Jersey Design and Development Lead 

• Narrative Support

• Art Direction Support

• Executive Producer (Hero Video)

• Digital and Channel Strategy 

• Go-to-market Strategy 

• Event Development / Event Execution 

• Creative Asset Management

• Project Management 

Project Details

• "The Heartbeat Kit" the Club's primary jersey for the 2025 and 2026 seasons launched on February 12, 2025

• The kit celebrates Austin FC's vibrant fan culture and is inspired by the "heartbeat of Austin" ritual performed by supporters before each home match

• A unique take on the traditional Austin FC colors, the kit puts VERDE front and center while paying homage to the Clubs unique community and culture. The sign-offs feature a heart, shining bright at the center of the bombo - the drum struck at the start of every match. The back neck includes the call and response heard throughout the stadium: VERDE LISTOS!

• The Heartbeat Kit was introduced by Austin FC Minister of Culture, Matthew McConaughey who headlined the jersey launch video alongside fellow Austin legends (Gary Clark Jr., Jimmy Vaughn, Ray Benson and more)

• The story was told through product, design, video and photo across multiple days at multiple venues

• Supplemental content highlighted Austin FC first team players and cultural stakeholders 

• Jersey was best performing during the pre-sale window, surpassing all pre-sale windows of previous Club kits 

• Social metrics and earned media metrics exceeded expectations with more coverage and more engagement than other Club primary jerseys (collaboration across instagram with Matthew McConaughey and others assisted in these efforts) 

*imagery by Jacob Gonzalez