Birmingham USL - Legion
Bringing fútbol to football country with passion and attitude. bhmlegion.com
Strategic Insight: Local sports teams succeed when they become part of a city's identity, not just a weekend activity.
The Setup: Build a "tribe" rather than a fan base. The strategy uses gritty, community-focused visuals and messaging to make the Legion feel like the heartbeat of the city’s culture.
Legion bricks being forged onsite the day of the game. The blocks are given to players for each goal they score. At the end of the season every brick made for every goal scored will be recollected and auctioned off at a charity event—monies made will be given to charities that the Legion support.
Roles Played:
Creative Director
Copywriter
Brand Strategist
Soccer Ball Wrangler