Johannes Leonardo



New York City FC

Support Your City

Every year, MLS 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, we needed to reveal our 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 our 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.

By doing something special for four real supporters, we were able to spread the word of the new kit across the globe. The film started being shared socially by fans until it found its way into the mainstream media, getting featured on news sites from New York to London.