The 2023 MLS Kits Wave

This week Adidas and the #MLS teams revealed a new collection of jersey kits for the 2023 season. We would like to say that we loved the execution, being aligned, creating expectations with a warm-up phase to then reveal the design and inspiration behind every single style depending on the assigned launch date. In a span of 5 days every single team introduced the uniforms to be worn in the league’s 27th season coming back next February 25th. Launching a new kit collection it’s a key date in the marketing calendar, an exciting and crucial moment for soccer clubs, brands and marketing agencies, that requires confidentiality for many months, careful planning and execution. We would like to highlight the execution at the own media level.

Launch Dates aligned

In fact that the whole league aligned the clubs jersey launch in a single week, one of the main reasons why aligning a brand launch and using your own media resources is important is because it allows you to control the narrative. By leveraging your own channels, you can ensure that the message is consistent and accurately communicates the teams’ seasonal themes. This is particularly important when you are trying to introduce a new concept to the fan, and it can be challenging to make them resonate. With your own media resources, you have a captive avid fan that is more likely to engage with your brand and share it with others, for a positive sentiment.

Own Media

A team launch and using your #OwnMedia resources as a union is essential to achieve maximum impact and ignite conversations around the consumer product. In today’s digital age, social media, email campaigns, and websites are powerful tools that are used to leverage to amplify their brand launch and increase exposure with actual fans.

#SocialMedia is an excellent platform for amplifying the leagues’ launch. The MLS community and clubs fans are highly engaged in social media, and the #Community is expected to grow further. By utilizing social media, both the league and the teams can reach a vast audience and leverage the power of user-generated content. This not only increases exposure & reach for the launch but also creates a sense of connection around the club, which can create advocacy to the game, players, club and league.

Websites or App

Own web properties are a crucial component of any brand launch. A website is often the go-to channel for fans that want to buy the new products, and it is essential to communicate the latest stories. A well-designed website takeover that accurately includes the club’s new products and match jerseys can significantly increase engagement and drive conversions. This is a great example of performance marketing, which is focused on generating conversions.

Before leaving, we would like to say that we want to hear your thoughts about aligning the teams’ jersey launch in the same week, is it a strategy that gives more exposure and ignites interest around the fans? In our opinion by leveraging their own media, teams and the MLS can create a consistent message, a strong wave that whips the community around the world.