Is your expansion franchise looking for new ways to build equity in the local marketplace? Are you looking for new ways to incorporate traditional elements in your messaging campaigns?
The Seattle Sounders Football Club, MLS' newest franchise, collaborated with Adidas to create a Scarf Seattle, a unique branding campaign that capitalizes on the tradition of fans bringing/wearing scarves to soccer games. To drive significant eyeballs for the campaign, the Sounders positioned a gigantic scarf billboard on an overpass to capture the attention of drivers passing by (as shown below). The Sounders are doing their part to decorate the city of Seattle with scarves in every way possible.
The team is supporting its scarf branding campaign by distributing inaugural season scarfs to its season ticket holders.