CASE STUDY
Atlanta United – City in the Forest Activation
MERCH/BRAND
Atlanta United’s “City in the Forest” campaign was more than a uniform launch, it was a storytelling moment putting the clubs sustainability efforts at the forefront.
Central to the campaign was a new kit made from 100% recycled materials, reflecting Atlanta’s deep connection to nature and its nickname as ‘The City in the Forest’.
To celebrate the launch, the club hosted a kit reveal concert in a downtown Atlanta park. The fan experience was designed to reflect the campaign’s environmental values, with intention within every element.
Along with our partners at PixMob we delivered an immersive activation for the 2,500 fans using refurbished wristbands with a goal to create a sustainable event. Made from recycled materials and PMS color matched to the jersey color, the wristbands synced with the show to create a dynamic and memorable experience.
Sustainability extended beyond the wristbands. Ambassadors wearing 100% recycled t-shirts and encouraged fans to return their wristbands after the event at strategically located recycle points on exit. Branded recycling bins made participation simple, resulting in an impressive 85% return rate showcasing how purposeful giveaways can also drive meaningful givebacks and support initiatives.
The campaign’s legacy extended further, with 1,000 trees planted as part of the program. Through thoughtful design and execution, Atlanta United turned a jersey launch into a platform for environmental action and their fans embraced the mission.
The story received high levels of coverage and local reporting and kudos for its intentional and thoughtful nature.
