The challenge:
Lotto is a big soccer, running and lifestyle brand in Europe, but in the US? Not so much. The brand was acquired in 2020 by an investor group with an appetite to bring it into the US market. Our job was to make sure we achieved impact. 

Few brands that take on Nike and Adidas live to tell the tale. We needed a challenger brand attitude, matched with a disciplined visual approach that leveraged our logo, colors and products - our key distinctive assets - in the most impactful ways possible. 

A deal with Dick’s Sporting Goods provided us with a great stage from which we could tell our performance story.

The Idea:
An all-day celebration event that pitches fans as the true winners now that Target is a major MLS sponsor.

The Execution:
A Chicago style street fair featuring favorite local food trucks, t-shirt customization and photo opportunities that put fans right into the action.

The set up was designed to have a singular, iconic Target-red center pitch with constant programming including multiple MLS All Stars, World Class Freestylers and Bullseye the Dog himself. As the final day time touchpoint, the Homegrown Game (Rising Stars) was live streamed onsite to create a further connection back to the MLS.