THE VIOLET CROWN KIT

Project Responsibilities

• Brand Lead 

• Jersey Design and Development Lead 

• Narrative Development and Creative Production

• Art Direction Support

• Executive Producer (Hero Video)

• Digital and Channel Strategy 

• Go-to-market Strategy 

• Visual Merchandising

• Creative Asset Management

• Project Management 

Project Details

• "The Violet Crown Kit" the Club's first ever third jersey as part of the 2026 MLS x adidas archive collection launched on August 13, 2026

• In an effort to add new elements to our existing identity, this kit brings a totally new color palette to life 

• Austin has long been known as "They City of the Violet Crown" - paying homage to a phenomenon that only Austin can claim. It is the iconic glow over the hill country that radiates purple and pink across our city skyline 

• We did world building through a vintage lens, using color to be bold and unique 

• The jersey silhouette takes us back in time while the retro type and gradient purple brings the sunset to life on the center chest

• The jock-tag reads "Underneath the Violet Crown," a lyric sung by our supporters. The original MLS crest serves as the back hit, authenticating the kit's retro look and feel, while a new name and number font makes it all the more special 

• Our storytelling was inspired by Austin in the 1970s - we built a full scale living room, shot across 3 sets, rented a 1972 dodge charger to drive all over ATX and styled everyone to dress the part (with a bit of a modern twist) 

• We paid homage through music and other elements to the first person to wear the kit ahead of the official, launch, Willie Nelson himself 

• The story was told through product, design, video and photo, with other physical elements coming to life in stadium and beyond 

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

• The Violet Crown kit is the best-selling Austin FC jersey to date, surpassing projections within the first 24 hours 

• Unique visual merchandising was installed at The VERDE Store to fully engage the consumer and connect storylines together 

*CAMPAIGN imagery by Jacob Gonzalez

*WilLIE NELSON IMAGE BY AUBREY WISE