REAL KNOWS REAL

PROJECT

adidas x MLS 2023 Jersey Campaign

ROLE

Creative Director

CHALLENGES

The launch of adidas' 2023 MLS jerseys had two challenges; 1) Showcasing real fans and 2) Establish brand presence during MLS season start. 

Community was key to our strategy. MLS support groups are hyper-local and they're proud to be different. The if-you-know-you-know culture on terraces across the league amplified the pulse of each club. With that notion of real recognizes real we developmed the 'Real Knows Real' campaign. Showcasing real fans and creating IRL activations that reward real fans with bespoke experiences that are once-in-a-lifetime. 

CLIENT

adidas 

Head of Brand Marketing, Soccer,
North America /
Ellie Gail

Sr. Manager Brand Communications –
Major League Soccer /
Erik Mendoza

Digital Communications Manager /
Arrianna Alarcón

Marketing Project Manager -
Major League Soccer /
Jodi Berris  

AGENCY

Jam3.Monks

Executive Producer /
Paul Gallardo

ECD / 
Sanya Grujicic

Creative Directors / 
Ian Liu & Trent Rohner

Production Director /
Shannon Kennedy

Producer /
Summer Jackson

Strategy /
Amanda Bao

Copywriter /
Ryan Hanson

Design Lead /
Danilo Nagura

Designers /
Paula Gutierrez & Fiorella Lachimia

Motion Artist /
Julia Grzeskowiak 

Installation Producer / 
Ollie Glatzer

Installation Design /
WkndHrs
Adam Rodriguez
Gabe Adzich

PHOTO PRODUCTION

Stvdium

Line Producer /
Brian Bell

Photographer /
Pete Martin

Stylist /
Lisa Madonna
 
Set Design /
Ava Villafane 

Photo Studio /
Vault Rentals