A year after the United States Men’s National Soccer Team (USMNT) lost to Trinidad and Tobago, it disqualified them from a much-hyped World Cup appearance,
The Men’s Team is seeking to distance themselves from that setback with a brand overhaul reminding fans that "This Is US."
The campaign, developed with design and marketing shop Industry, serves as a "soup-to-nuts reimagining," including new brand voice, typography, photography, graphic elements, social creative, traditional print and anthem video.
The message centers around its promise to fans that the team is ready for future success by intermixing clips of American history with soccer scenes, all set to John F. Kennedy's famous "We choose to go to the moon" speech.
The ad cites the "perseverance, grit and dogged determination fueled by the pride to represent the United States and each and every one of you."
The message ends: "This is the American spirit, from which is born the American dream. It is time to take our destiny in our own hands and turn that dream into a reality. And do it together."
The spot is slated to run on social media, the U.S. Soccer website and in-stadium at U.S. team matches.