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We Made U.S. Soccer's Kits Impossible to Ignore

Praytell propelled the 2026 kit launch beyond sports, turning the jerseys into must-have cultural statements.

Overview

As U.S. Soccer prepared to debut its new kits before the 2026 World Cup, we set out to position them as a symbol of cultural relevance. Our challenge was to bring the moment beyond the sports pages to capture attention across mainstream, lifestyle and fashion audiences.

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Our Approach

We engineered an earned media strategy that blended sport, culture and storytelling that was anchored in player voices, design narrative and national pride. By activating top-tier media and real-time social engagement, we positioned the launch as defining moment in one of the most important years ever for U.S. Soccer.

Canada’s winter wonderland
winter magic

Results

The launch delivered 300+ earned placements and 2.7B+ earned impressions in under a week, with significant reach across sports, national and cultural outlets. Overall, earned media translated directly into consumer action, setting the record for the fastest selling jersey in U.S. Soccer history, beating the 2021 version by 68%.

2.7B+ Earned Impressions

316 Earned Placements

112 Earned Social Placements

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TL;DR