Our approach was to create a compelling digital-first retail experience. Our creative look and feel was inspired by the notion that there is something for everyone, riffing off the Raptor’s brand and personifying each uniform: The Proud (Icon), The True (Association), The Defiant (Statement), The Creator (City) and The OG (Earned). Each identity has a visual toolkit to represent their “personality” and brand characteristics which we used for retail assets as well as game-day content.

We created a launch film to kick-off the campaign. We designed a microsite to breakdown each uniform story and elevate the digital experience for the consumer. Each uniform had a retail launch across print, digital, and social assets. We also extended this campaign by identifying key figures to inspire a content series.