Las Voces Kit

Austin FC

Creative Direction + Design

THE ASK: Launch Austin FC's 2023 Primary Kit in a way that deepens the club's connection to Austin's diverse community and drives strong commercial performance.

THE IDEA: The Las Voces Kit's varied stripe pattern represents Austin's beautiful diversity—different voices, different stories, all coming together as one unified community on the jersey. Rather than just launching another piece of merchandise, we created a campaign that celebrated the authentic voices that make Austin unique, positioning the kit as a symbol of belonging for every Austinite.

THE EXECUTION:

• Phase 1 - Community Collection: Partnered with Adidas to create intimate pop-up activations at iconic Austin venues—The Far Out Lounge, Hotel Vegas, and the Yeti Flagship store—collecting genuine Austin stories from locals. These weren't focus groups; they were community conversations that captured the authentic voices we wanted to celebrate.

• Phase 2 - Story Amplification: Transformed collected stories into a series of teaser videos and static design pieces that showcased real Austinites and their connection to the city, building anticipation while honoring the community narratives that inspired the kit design.

• Phase 3 - Kit Launch: Released the hero campaign video as a love letter to Austin, featuring both community stakeholders and Austin FC players, demonstrating that the kit belongs to the entire city, not just the team.

• Launch Event: Hosted a community celebration at Native Hostel featuring jersey sales, pick-up soccer, and flash tattoos—creating an authentic Austin experience that extended the campaign into real-world community building.

THE RESULT:

• Commercial Success: Outperformed the iconic 2021 Inaugural Primary Kit in both sales volume and social engagement metrics

• Media Coverage: Featured across multiple sports and lifestyle publications, expanding reach beyond traditional soccer audiences

• Community Impact: Successfully positioned Austin FC as a true community institution rather than just a sports team

• Cultural Resonance: Created a campaign that celebrated Austin's diversity while driving measurable business results, proving that authentic community connection drives commercial success