Alie Jackson
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Verde Is Campaign

 

Verde Is Campaign & 2022 KIT Launch

Austin FC

Creative Director

The Ask: Launch Austin FC's 2022 brand campaign alongside the secondary kit release, establishing deeper emotional connection with the fanbase while driving merchandise sales.

The Idea: Verde is more than Austin FC's signature color, it's the emotional core of what it means to belong to this club and this city. We built a two-phase narrative that transformed a simple kit launch into a cultural movement celebrating Austin FC identity.

Phase 1 - Verde Is: Elevated the stories that define what it means to be Verde, showcasing iconic players and passionate supporters to reinforce that Austin FC truly is Austin's club. This phase established the emotional foundation and cultural relevance of the Verde identity.

Phase 2 - Verde Es Un Sentimiento: Extended the Verde narrative to launch the 2022 Secondary "Sentimiento" Kit, diving deeper into player and supporter culture. By emphasizing Verde as a feeling rather than just a color, we created authentic storytelling that naturally showcased the new kit within the broader club culture.

Bilingual Approach: The progression from "Verde Is" to "Verde Es Un Sentimiento" acknowledged Austin's diverse community while deepening the emotional resonance of the Verde concept.

The Result:

  • Record-breaking sales: Achieved the highest kit sales for any second-year MLS expansion team in league history within the first two weeks

  • Performance benchmark: Shattered previous year's secondary kit sales numbers

  • Media amplification: Secured coverage across local, national, and international outlets

  • Industry recognition: Created best-in-class creative assets that set new standards across MLS

  • Cultural impact: Successfully positioned Verde as an emotional identifier rather than just team branding, strengthening fan loyalty and community connection

Phase 1:

We launched the VERDE IS campaign with black and white imagery across paid and organic social, OOH, and print.

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Then we created a series of video vignettes highlighting supporter and player stories.

Phase 2: The Sentimiento Kit Release

We launched the kit with a feature video produced in house, featuring our supporters and players, narrated by Matthew McConaughey.

Kit Imagery

And then featured more players and supporter’s wearing the Sentimiento Kit in the following weeks. We used this imagery for paid and organic social and print.