Background
Entering 2019, Atlanta United had limited units remaining of it’s soon to be retired “King Peach” jersey. In June, the club was high-fiving, thinking it was nearly sold out.
However, the job wasn’t done yet.
Background
Entering 2019, Atlanta United had limited units remaining of it’s soon to be retired “King Peach” jersey. In June, the club was high-fiving, thinking it was nearly sold out.
However, the job wasn’t done yet.
When 13,000 “King Peach” units arrived in July, the team realized we had less than four months to sell through our inventory.
In addition, the playoffs were around the corner, and the marketplace was already congested and didn’t have room for multiple messages.
We saw this as an opportunity to inject a flash of energy into the marketplace
We created additional special moments for fans to connect with our club & city
As the team was getting ready to make a playoff run as the reigning MLS Champs, we developed our King’s Become Legends campaign, combining the playoff narrative of the ‘Kings of the South and our King Peach jersey.
KING’S BECOME LEGENDS CAMPAIGN APPROACH
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Let Atlanta sports legends tell the story of how kings become legends. Leverage local sports icons and key moments in local history to earn credibility among casual Atlanta sports fans.
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Develop an elevated look that could be deployed across touchpoints with clear messaging to drive digital storytelling.
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Reinforce digital by creating special energy moments in the community and in stadium for fans to connect with the city and the narrative.
The Narrative
Yeah, we’re the kings. You already know that.
We arrived, we reigned, and we conquered, just like we said we would.
Sweet with swagger, true to the ATL. The Peach was crowned King.
But here in Atlanta, it’s not about just wins – it’s about winning with style.
It’s not about scoring points, it’s about being the Human Highlight Film.
Because the more you give a king, the more he wants.
And there are many champions, but only true icons rewrite history.
So with a city united behind us, we defend our throne.
And even as records fall before us, we’re hungrier than ever.Because others may have reigned but -
This is when Kings become Legends.
TACTIC
KINGS BECOME LEGENDS EXHIBIT
Held Sept 24-28, this exhibit was Atlanta United’s celebration of the club’s most iconic moments to date ranging from the announcement of MLS coming to Atlanta to the recent MLS Cup victory.
It kicked off the playoff conversation with an immersive and interactive exhibit that was made by the ATL and powered with a purpose.
4 x DAYS
3 x EXCLUSIVE PRODUCT DROPS
2 x PRIVATE EVENTS
Kings Become Legends Exhibit Activations
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PHOTOGRAPHY & PHILANTHROPY
Gallery rof images e[presemnting the clubs 17 most significant moments. On-sale to public. Proceeds benefiting Children’s Healthcare of Atlanta and childhood cancer research
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KIT CUSTOMIZATION
Limited-edition and custom kit patches. Pressed on site. Buy a kit or bring your own
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Virtual Reality
Immersive experience. 70k person, sold out, Atlanta United match. A chance to hammer in the golden spike
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PARTNER INTEGRATION
Adidas, Coca-Cola, Heineken, Deep Eddy, Bulleit, Lunazul, EA
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FIFA 20 LAUNCH EVENT
Launched FIFA at the event - developing an exclusive Launch Party 8-bit (gaming) scarf and Controller patch.
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DIGITAL
Influencers engagement, buzz and chatter extended reach and audience growth
Boutique retailer Social Status teamed up with Adidas to create an exclusive shoe inspired by King Peach, the Social Status x Adidas Rivalry Lo ‘King Peach’. Limited quantities of the shoe were made and released on first-come, first-served basis exclusively at A Ma Maniére. The shoe sold out in under 1 hour.
King PeachShoe Drop
RETAIL ACTIVATIONS
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CRATE & LEGENDS CONTENT
In-store promo of limited-edition King Peach crate with purchase of King Peach ran on the days ATL LEGENDS content was released
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WHITE OUT TICKET PACK & HOME DEPOT OFFER
Combo ticket offer including King Peach kit plus ticket to White Out Match in July
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HISPANIC HERITAGE PATCH
In celebration of Hispanic Heritage Month, a limited-edition patch was dropped and only embellished on King Peach
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HISPANIC HERITAGE
During Hispanic Heritage Month, matchday gift-with-purchase of Kings Become Legends collection or King Peach was offered while supplies lasted
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PRE+PRESSED PATCHES
To hype upcoming playoff run, King Peach kit with pre-pressed Kings Become Legends patch was offered on matchday at official team store.
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KINGS BECOME LEGENDS COLLECTION
Apparel collection to hype 2019 playoff run
TACTIC
ATLANTA LEGENDS
DIGITAL CONTENT
Beginning in late July 2019, we began to highlight meaningful milestones and anniversaries to celebrate legends from both Atlanta sports and lifestyle. We subtly tied each back to the Kings Become Legends crown mark and King Peach kit.
This laid the groundwork for defining what it takes to transcend from a King to a Legend through the eyes of Atlanta.
Whether it was Outkast's iconic speech at the Source Awards, Dominique Wilkins' Hall of Fame induction, Congressman John Lewis at the March on Washington, or Shirley Franklin, we honored people from all walks of life, a nod that Atlanta influences everything.
