Rush Soccer’s REACH Initiative

Denver, CO | North America | Worldwide

Strategic partnerships and compelling storytelling gave Rush Soccer’s Adidas®, Chevrolet® and One World Play Project™-backed global program the momentum it needed to change the world.

Influencing Action

Backed by some of the biggest brands in sports, including Adidas®, the highly-regarded Rush Soccer launched a new initiative to educate and influence beyond the soccer field. With its primary objective of developing and sustaining a multi-national club cooperative system that offers substantial opportunities for national corporate sponsorship and foundation support, providing the framework for a national coach and player development network, and serving a significant centralized pool of talent for consideration by European, MLS, NCAA, US National and Olympic soccer programs, Rush was well positioned in the world of soccer. However, the new initiative, known as Rush Equipment Assisting Children or REACH, required a campaign that would move an audience to act through a combination of media and strategic partnerships.
Rush Soccer – REACH Direct Marketing, Cover

REACH the Audience’s Audience

We devised an angle that would incentivize soccer participants of all levels—youth, adults, hobbyists and professionals—to rally behind the children and story that originated the REACH program. Through compelling storytelling across media, our campaigns targeted influencers in soccer and focused on engaging the existing audience to spread the story to their followers.
Rush Soccer – REACH Direct Marketing, Inside Spread

Direct Approach

The first phase, direct marketing and print media campaigns, positioned the Rush youth as global ambassadors to create a distinct bond with the diverse Rush audience. Central to the message is the story of a boy’s resolution to give away equipment he’d outgrown to those in need and its evolution into a movement of Rush youth acting globally and forging key partnerships with organizations around the world.

Spot On

The second phase, TV and digital media campaigns, continued the captivating story arcs and tied in the global love of soccer among youth, adults and people from all walks of life in developed countries and war-torn regions. As part of the campaign agenda, much of the media would align the organization with U.S. Military, one of the key partners of the REACH program, highlighting Civil Affairs outreach efforts which used donations as a tool to build relationships and promote peace.
The intro excerpt from the spot:

Spot On

The intro excerpt from the spot:
The second phase, TV and digital media campaigns, continued the captivating story arcs and tied in the global love of soccer among youth, adults and people from all walks of life in developed countries and war-torn regions. As part of the campaign agenda, much of the media would align the organization with U.S. Military, one of the key partners of the REACH program, highlighting Civil Affairs outreach efforts which used donations as a tool to build relationships and promote peace.
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