We turned a jersey drop into a national cultural moment ahead of the World Cup.
Sports
Growth & Impact
Awareness
After fans criticized the 2022 uniforms, U.S. Soccer needed its 2026 World Cup kits to repair trust with die-hard supporters while turning heads far beyond the pitch.
Overview
What if a kit launch could sell more than jerseys — it could sell belief?
Our approach
We treated the kits like high fashion instead of sports merch, pitching player-led design stories to Vogue and Hypebeast alongside ESPN and The Athletic, then a celebratory launch day where the kits were featured on everything from the TODAY Show to TikTok.
The results
Jersey sales jumped 211% in the first eight hours versus 2022, coverage hit 2.7B+ impressions across 316 placements, and one in five stories carried a direct link straight to checkout.
211%Jump in jersey sales
316Placements
2.7B+Impressions
