MLS Go

About This Project

Summary

MLS GO is a new recreational youth league whose mission?is to close the accessibility gap and to inspire a new generation of keepers and strikers obsessed with soccer at an earlier age. Athletics designed MLS GO’s name and brand identity to balance the inherent seriousness of Major League Soccer with enthusiasm and approachability. Because starting a new sport can be intimidating both for parents and their children, the MLS GO identity system is anchored by a friendly, soccer-playing character.

Goals & Objectives

Based on insights from our research, we designed MLS GO’s name and brand identity to be disarmingly friendly. Our goal was to balance the inherent seriousness of a professional brand (MLS) with enthusiasm and approachability. Because starting a new sport can be intimidating—both for parents and kids

Results & Impact

partnerships with leading United States Youth Soccer (USYS) state associations Cal North Youth Soccer Association and New Jersey Youth Soccer with MLS GO will service over 100,000 youth recreational soccer players and hundreds of clubs that have established recreation programs in their communities.