The Challenge: 

After 26 years in racing on the NASCAR and IndyCar circuits, Target made the decision to make Soccer its primary sponsorship partner. Our job was to convert all Target’s distinctive assets into a soccer system.

The Idea:

Soccer can be so much more to Target than just another sponsorship. Let’s make Soccer a platform through which Target can foster communities at every level: top-to-bottom, professional-to-grassroots and youth-to-pro. 

The Execution

On August 1, 2017, we launched Target’s new partnership with Major League Soccer (MLS) with a takeover unlike anything soccer fans had ever seen with the ‘Target All-Star Game Rally’. The all-day event channeled Chicago street fairs and featured local Chicago food trucks, t-shirt customization and photo opps. The branding also showcased a partnership with local artist Cody Hudson, who designed a powerful identity that could be seen in all elements of the space.

The event featured constant programming on the Center Pitch, including multiple MLS All Stars, World Class Freestylers and Bullseye the Dog himself. As the final daytime touchpoint, the Homegrown Game (Rising Stars) was live streamed on-site to create a further connection back to the MLS.

As night fell on Chicago, the space transitioned into a spectacle unlike any other. Taking aim at moving Bullseye targets on an LED wall, guests stepped up to a penalty kick the everything on the line. With each shot, the iconic Tribune Tower reacted in real-time with hit or miss nimations that brought the crowd below to a frenzy, and served notice that Target was taking soccer to new heights (literally).