Athletic Club Boise
A city's identity, stitched into history.
Our Role
Graphic Design
PR & Communications
Social Media & Content
Community Engagement
Creative Direction
Apparel & Kit Design
Campaign Development
Brand Experience
Event Strategy & Production
Video Production
Athletic Club Boise is Idaho's first professional soccer club, bringing USL League One soccer to the Treasure Valley in 2026. Built on a belief that a club should belong to the community it represents, Athletic Club Boise is creating something bigger than a team: a shared identity, a new tradition, and a reason for Boise to come together.
Its rallying cry says it all: By Boise, for Boise.
The Opportunity
The first kit. The first impression.
For a new professional soccer club, the inaugural home kit is more than a uniform. It's the first thing players wear, supporters collect, and a city claims as its own.
Athletic Club Boise needed a kit worthy of that responsibility—and a launch that matched the significance of the moment.
The challenge was twofold: translate the club's newly established identity into a distinctive, performance-ready design, then introduce it in a way that would unite supporters, partners, and the broader community.
This couldn't feel like another merchandise drop.
It needed to feel like history in the making.
A new kit. A new club. A city all in.
The Solution
Make the kit a symbol. Make the reveal a moment.
We approached the launch as one connected creative experience, from the smallest detail on the jersey to the biggest moment on stage.
The kit would carry the club's identity forward through intentional design, hidden details, and unmistakable references to Boise.
The campaign would bring that identity to life through the people and places that define the city.
And the reveal itself would give supporters a front-row seat to the beginning of something new.
At the center of it all was a simple idea: This Kit Is Boise.
Not just something the team would wear. Something the whole city could see itself in.
01 / The Kit
Designed to take flight.
Working closely with Athletic Club Boise and official kit partner Hummel, we developed five custom kits for the club's inaugural season. Far from an off-the-shelf exercise, the process involved extensive iteration and collaboration, with intentional decisions spanning everything from fabric treatments and custom stitching to dimensional applications and the smallest brand details.
Each kit tells a different Idaho story. The first set the tone.
The Home Kit: Stealth, speed, and symbolism
Built on Raptor Shadow black with Basque Green accents, the inaugural Home Kit channels the speed, precision, and predatory instinct of the peregrine falcon—the inspiration behind the club's crest.
Designed to emerge. A custom Black Bolt Pattern, applied through heat-press sublimation, creates a subtle, kinetic texture that shifts under light and movement. Inspired by the falcon's speed and stealth, it symbolizes a new club stepping out of the shadows and onto the national stage.
Built with dimension. A custom 3D silicone crest with tatami texture adds depth and durability, while a layered-ink Lupine Bloom purple “B” Bolt marks the back collar.
Rooted in Boise. Basque Green detailing runs through the collar, sleeves, and underarm panels. A heat-pressed Idaho outline at the hem reinforces the club's connection to home.
Customized to the last detail. From sleeve stitching and layered textures to custom decal shapes and placement, we worked with Hummel to make the kit feel unmistakably Athletic Club Boise. A holographic authentication badge alternating between the club and Hummel marks completes the design.
Four more kits. Four more Idaho stories.
The rest of the inaugural collection expanded the club's identity through the places, cultures, and natural symbols that define Idaho:
Away Kit: A tribute to Idaho agriculture and the landscapes and families that shape the state.
Basque Keeper Kit: A celebration of Boise's Basque heritage, with details including the Basque flag at the back collar.
Star Garnet Third Kit: Inspired by Idaho's rare state gem, with a rich purple palette and geometric detailing drawn from its crystalline formations.
Peregrine Keeper Kit: A bold gold tribute to the world's fastest animal, Boise's foothills, and the city's connection to peregrine falcon conservation.
Together, the five-kit collection established a flexible design system that could tell new stories while remaining unmistakably Athletic Club Boise.
02 / The Film
This Kit Is Boise.
Rather than introduce the jersey through a traditional athlete-focused product video, we made the city the star.
Shot across Boise, This Kit Is Boise is a fast-paced love letter to the people, places, and everyday moments that give the city its character.
The kit shows up at a kids' birthday party, a girls' soccer practice, a bike park, Bar Gernika, and Westside Drive In. It's worn by a tattoo artist, a fly fisherman on the Boise River, revelers, and joggers on the Greenbelt. The video even included a cameo from season ticket holder Mayor Lauren McLean walking her dog along the Boise River.
The result feels like a global sports campaign with an unmistakably local soul.
Premiering immediately before the live reveal, the film turned the audience's attention from what the team would wear to who the team represents.
Because this kit didn't just belong to the players.
It belonged to Boise.
03 / The Reveal
Seven hundred people. One shared moment.
We turned the historic Egyptian Theatre into the stage for Athletic Club Boise's next defining milestone.
The ticketed event brought together season ticket holders, supporters, community partners, and media for an immersive celebration, with a livestream extending the experience beyond the theatre.
Every detail supported the story.
A reveal worth showing up for
Red-carpet arrivals, local cultural elements, sponsor integrations, and a high-energy stage presentation built anticipation toward the first look at the kit.
KTVB's Morgan Romero emceed the evening, with appearances and messages from Boise native and U.S. Women's National Team player Sofia Huerta, U.S. soccer legend Kasey Keller, and head coach Nate Miller.
Designed down to the details
We developed a cohesive suite of event collateral, including printed programs, wayfinding, presentation visuals, social graphics, and a detailed kit explainer.
Custom golden tickets turned jersey pickup into part of the celebration, while signage guided guests to the pop-up shop after-party and the debut of the club's Striker beer.
Community at the center
The event included a $10,000 donation in partnership with Saint Alphonsus Foundation, involvement from the River Guard supporters group and Boys & Girls Club, and giveaways that extended participation beyond the ticketed audience.
The goal wasn't simply to put on a show. It was to make supporters feel like they were part of the club's story from the beginning.
04 / The Campaign
Building anticipation. Extending the moment.
The reveal wasn't a one-night event. It was the centerpiece of an integrated campaign designed to build excitement before the doors opened and keep the conversation going long after.
Before the reveal
Teaser videos, social content, email marketing, giveaways, and direct outreach built anticipation while inviting supporters into the experience.
During the reveal
Livestream coverage, media attendance, live social content, and the premiere of This Kit Is Boise carried the moment beyond the Egyptian Theatre.
After the reveal
Kit-detail carousels, behind-the-scenes footage, fan reactions, merchandise content, and tailored press releases extended the launch across social and earned media.
Our PR strategy emphasized trusted local voices and authentic community participation over paid promotion, earning coverage from regional broadcast networks, newspapers, podcasts, and national soccer personalities.
The story traveled well beyond Idaho, including a feature on Landon Donovan's Unfiltered Soccer podcast, where he wore the jersey on air.
A hometown moment with national reach.
700
Attendees Filled the historic Egyptian Theatre for the inaugural kit reveal.
1M
Campaign reach across the integrated launch effort.
350K
Estimated media reach generated through 10 media placements,
including regional broadcast, print, digital, and podcast coverage.
What started as a kit launch became a defining moment in Athletic Club Boise's arrival, giving supporters a new symbol to rally around and introducing the club to audiences far beyond the Treasure Valley.
The campaign brought together design, storytelling, live experience, and earned media to create impact on and off the stage.
The result was more than a successful product launch. It was a new piece of Boise's identity—and a powerful first chapter in the club's story.
Take Flight.
Awards:
2026 Rockies, Personal Relations - Athletic Club Boise Kit Reveal: A Community-First PR Launch, Gold
100K+
Organic social views with thousands
of engagements across launch content.