Athletic Club Boise
One purple seat. A spotlight on Idaho's best.
Our Role
Video Interviews & Production
Editorial & Social Content
Broadcast Coordination
Matchday Activation
Program Concept & Development
Environmental Brand Experience
Community Storytelling
Integrated Marketing & Communications
Athletic Club Boise is Idaho's first professional soccer club, bringing USL League One soccer to the Treasure Valley in 2026. Guided by By Boise, for Boise, the club was built around a belief that professional soccer could do more than entertain. It could bring people together and make a meaningful difference in the community.
The Opportunity
Make “By Boise, for Boise” mean something.
From the beginning, Athletic Club Boise set out to become more than a soccer team. The club wanted to celebrate the people who make Idaho special and use its growing platform to give back.
As we developed the stadium's environmental design, we saw an opportunity to make that commitment tangible.
Not with another sign or slogan, but with a permanent place for the people who show up for Idaho every day.
MORE THAN A SOCCER TEAM.
The Solution
A different kind of star player.
One purple chair, standing out among thousands of stadium seats.
The color connects two meaningful symbols: the purple eye of the peregrine falcon in the club's crest and Idaho's state gem, the star garnet.
We developed the Purple Seat as the home of the club's Community Impact STAR, recognizing individuals who demonstrate Service, Teamwork, Accountability, and Responsibility.
Then we built an integrated marketing and communications program around it—connecting environmental design, original video production, editorial storytelling, social content, broadcast features, and matchday experiences.
What started as a single seat became a recurring platform for celebrating Idaho's changemakers and supporting the organizations behind them.
01 / A Seat With A Story
Turning brand symbolism into something real.
Born during the stadium design process, the Purple Seat transformed an intentional brand detail into a lasting community tradition.
Each home match, a local leader takes their place as the club's Community Impact STAR.
Recognition extends beyond the seat itself: honorees participate in the pre-match coin toss, appear in the matchday program, and have their stories shared with thousands of supporters.
When possible, the club also connects the featured organization with the game's youth mascot experience, creating meaningful moments for the communities they serve.
02 / Idaho’s Real MVPs
Giving local changemakers the spotlight.
The Purple Seat celebrates people whose work strengthens Idaho, from youth mentorship and healthcare to inclusion, education, and support for underserved communities.
Among those recognized:
Cassandra Wagner, Boys & Girls Clubs of Ada County: Creating opportunity and belonging for local children.
Mary Karol Taylor, Nations United Soccer: Using soccer to connect refugee and immigrant youth.
Kristi Kraft, Special Olympics Idaho: Championing inclusion and opportunity through sport.
Luis Granados, Breaking Chains Academy of Development: Helping young people find support, stability, and second chances.
The club also supports featured organizations through ticket giveaways, bringing more of the people they serve into the matchday experience.
These aren't simply individual honors. They're opportunities to introduce thousands of supporters to organizations making a difference in their own backyard.
03 / One Story. Every Channel.
Building a spotlight that extends beyond the stadium.
We created a repeatable, integrated storytelling program that gave each Community Impact STAR a platform well beyond their moment in the Purple Seat.
Original storytelling
We conducted interviews, produced written profiles, and created video features that introduced each honoree, their mission, and the organization behind their work.
Halftime, center stage
Each video played inside the stadium at halftime, sharing the honoree's story with more than 7,000 supporters. Matchday program features and coin toss recognition made the experience personal.
Broadcast and social amplification
We coordinated recurring appearances on KTVB's Idaho Today, giving honorees an opportunity to share their work with television audiences across the Treasure Valley.
Social content, YouTube videos, and website features extended those stories further, reaching supporters who weren't in the stands.
Community connections
Ticket giveaways and youth mascot opportunities helped turn recognition into participation, creating additional moments for featured organizations and the people they serve.
One concept. Multiple channels. A consistent opportunity to celebrate and amplify the best of Idaho.
A seat for one. A spotlight for many.
18
Community Impact STAR recognitions. Celebrating Idaho leaders and the organizations behind their work throughout the inaugural season.
126K+
Potential in-stadium impressions. Honoree videos showcased at halftime in front of sold-out crowds of more than 7,000 supporters.
90K
Estimated television viewing opportunities. Based on an illustrative audience of 5,000 per Idaho Today segment across 18 appearances.
What began as a stadium design concept became a recurring community tradition, giving Idaho's changemakers a platform that extends from the pitch to local television and beyond.