adidas x MLS
Launching a new collection of jerseys for adidas and Major League Soccer, the fastest-growing sports league in North America.
27 Teams.
39 Spots.
81 Stories.
3 Languages.
2 Countries.
1 System.
We had to create a lot of assets. About a thousand of them. In a record-breaking 10 weeks. To accomplish this, we developed a unique game plan. We created a flexible design system that could be easily modified for all 27 MLS teams—while staying true to the adidas ethos and individual team traditions.
The Real Deal.
Our approach was to capture the essence of each fan base, making sure our designs were a true reflection of what makes each team special—and makes each group of supporters unlike anyone else in the world. And because fans can easily tell the difference between an authentic and a fraud, we used real fans as voice actors and models as often as possible.
Ladies First.
Women fans are and always have been a crucial part of MLS. They make up 42% of MLS fans. They’re loyal, diverse, and excited about the sport. When women were asked how the league can best support them, being featured in ads was the #1 response. We worked with adidas to feature women as an integral part of the campaign resulting in the first time a woman has been featured in an authentic MLS jersey — ever.
