As part of a larger effort to “rebrand” the sport of the lacrosse, the PLL’s indigenous heritage weekend and campaign was developed to reconnect the sport to its indigenous roots as the oldest sport in North America. I was responsible for the creative brief, strategic positioning, and managing all creative, social media, and video production teams.
The campaign featured new jerseys and team logos designed in collaboration with an Anishinaabe artist, a digital brand design package, and a variety of powerful social video assets highlighting on-field activations with the local indigenous community, PLL players, and broadcast partner ESPN.
This is Native Land
Each team had their own unique local ties to indigenous peoples and their own version of the game.
Every child matters
Through uniform patches, helmet straps, and merchandise on site at game weekends, the PLL integrated the symbol of the Every Child Matters campaign to give back to important charitable causes.
Honoring the Creator
The stick and stick shapers are some of the most important and influential elements of the creator’s game.
Highlighting Indigenous Artists
Leveraging our partnership with Champion, we did a series of videos on indigenous artists, and had them each design a shirt.
Stickball at Halftime
Local indigenous communities came to play their version of lacrosse during halftime of the games.
