Las Voces Kit
Austin FC
Creative Direction + Design
THE ASK: Launch Austin FC’s 2023 Primary Kit.
THE IDEA: The Las Voces Kit represents all of Austin though it’s variation in stripes, all coming together on the jersey for Austin and Austin FC.
THE EXECUTION: We launched the campaign in 3 phases. For phase 1, we worked closely with our partners at Adidas to create an in-market activation popping up at local Austin locations The Far Out Lounge, Hotel Vegas, and the Yeti Flagship store to collect Austinite’s Austin Stories. Then we launched a series of video stories from the activation to serve as teasers for the campaign. Phase 2 highlighted local Austin stories that were a part of our Jersey Launch video as static imagery mixed with design. Our final phase was the Jersey launch, a love letter to Austin through community steakholders and Austin FC Players. We also hosted a party at Native Hostel where we sold jerseys, had pick-up soccer, and flash tattoos.
THE RESULT: The 2023 Las Voces Kit out-performed the 2021 Inagural Primary kit in both sales and engagement on social and was featured on multiple publications.
Phase 1: Airstream Pop-Up with Adidas
Phase 2 - Austin Stories
Phase 3 - Jersey Launch
Hero Video
Editorial Asset
Explainer Asset
OOH + Print
