Retail Marketing
While Kings Become Legends is our largest retail marketing campaign, we have plenty of more gear to sell. Here are some of our collections and “drops” that have happened under my leadership. All campaigns were managed by me, including video storyboarding, all still photography, and all digital copy and strategy. Each of these collections sold out.
The Atlanta United Parley Kit
A limited-edition kit released in collaboration with Parley, with special jerseys made from upcycled ocean plastic. While some product and model shots would have probably worked, we wanted to keep engagement high and drive excitement –– despite a slow start on the field for the team.
Despite low fan sentiment due to results on the field, we sold out online in minutes –– and with hundreds lined up for the store opening, we sold out the Parley kit on the first day of sale. Part of the proceeds went to Parley and the Georgia Aquarium to fund conservation efforts. Again: we could have announced this with a graphic or press release, but we kept engagement high with the follow-up video, in collaboration with the Georgia Aquarium.
The Americana Collection
The shirt was made up of red, white and blue stars for Americana. But with our Military Appreciation collection on the horizon, we knew we needed to go for fun over reverential to avoid similar themes back to back. We brought the mood of a day at the lake, a Georgia summer tradition.
The Wish Atlanta Collaboration
This was just as much about market penetration and expanding reach as it was about the revenue of retail sold. Wish Atlanta is a hip, urban streetwear company that we wanted to align our brand with –– and in the meantime make a few sales of our championship jewelry and our limited-edition clothing collaboration with Reigning Champs. We set up a sleek, elegant gallery in their art space and covered the weekend on all platforms, ensuring they shared our content and we shared theirs along the way. The result was a lot of new eyes on our content and feed in a demographic we wanted to reach. This Instagram Story tells much of the story, rolled out over the course of the weekend.
The “Unity” Collection
This was a challenge as executive leadership did not allow us to call this rainbow-themed collection that came out during Pride Month “Pride” gear. We had to be delicate with our copywriting to navigate a challenge out of our control, but focused on the diversity and inclusivity of our fanbase on the iconic Jackson Street Bridge. This was Atlanta, United.
The Camo Collection
A salute to the military, the Camo collection came out just after the Americana collection as part of the league’s Military Appreciation Month. We used a more respectful tone and included the military and military families among our fanbase for a natural storytelling style of content. We were able to evoke emotion from our subjects, who described the camaraderie of being in our fanbase as similar to what they experienced in the military. It was an organic connection that resonated among our fans.
Unite and Conquer Cancer Collection
Proceeds from this campaign go to pediatric cancer research, so we brought actual pediatric cancer passions out to our Training Ground to be our “models” for the day, leading to fun, organic shots. This campaign is still underway, but the scarves and tops will be used throughout the month of September in organic, charitable moments led by our community relations team as subtle ways to get the product back into our fans’ minds throughout the month without being “sales-y”.
