2023 MLS Jersey Launch

MLS fandom is unlike that of any other American sport. Having been an underdog and challenger brand since it’s launch in 1996, the community around it is all about being in-the-know, with a cult-like enthusiasm for their respective teams.

So, for the launch of the 2023 MLS jerseys, Adidas wanted to celebrate and reward these insiders and fans with a campaign just for them: Real Knows Real.

The activation included placing sculptures with stripped-down symbols of MLS teams in key markets that tested each city’s fandom and rewarded supporters with prizes like a personalized ‘23 jersey and custom team-centric patches. The campaign also extended into online teasers and jersey leaks across all 29 teams, as well as with retail executions online and in-store leveraging the Real Knows Real campaign look and feel.

▼