Fans Make the Team. Developed as part of a large pitch to Adidas for the 2023 launch of their MLS line, this poster campaign was aimed at celebrating the homespun appeal of each team. We focused our efforts on MLS teams with rabid fan bases: Atlanta United FC, Austin FC, Charlotte FC and Seattle Sounders FC. Utilizing a range of vernacular materials like tarps, bedazzling beads, prayer candles, and insider iconography from each FC, this campaign was designed to celebrate and localize Adidas love for these teams in retail and stadium placements. A series of 3-stripe borders wrapped each piece of communication in a subtle frame of Adidas branding.