adidas x MLS 'Real Knows Real'

The launch of adidas' 2023 MLS jerseys had two challenges; 1) Showcasing real fans and 2) Establish brand presence during MLS season start. 
Community was key to our strategy. MLS support groups are hyper-local and they're proud to be different. The if-you-know-you-know culture on terraces across the league amplified the pulse of each club.
Inspired by the notion of real recognizes real we developmed the 'Real Knows Real' campaign. Our imagery featured fans who were from actual MLS cities and our approach to activation was to create installations that featured visual cues only real fans would know.  
The campaign brought authenticity to each club's communication and the jersey launch created a moment for the fans that recognized them as real ones and rewarded them with bespoke experiences.