Every year, major league soccer teams release new kits at glitzy VIP media events where the press, not the fans, are first to view the new colors of the club. It’s no wonder fans often feel alienated from the process and resist the change.
As a new club that stands by the motto #WeAreOne, NYCFC needed to reveal their kit in a different way, and because NYCFC is made up of an eclectic mix of fans from all five boroughs, from Wall Street bankers to single parents on welfare, everyone is united by the jersey they wear on game day.
So we took the new kit directly to this community. We filmed three star players—Andrea Pirlo, David Villa, and Kwadwo Poku—surprising season ticket holders by visiting them in their daily lives, bringing them a first look at the jersey.