We created bespoke soccer shirts to support Miller Lite’s sponsorship of neighbourhood soccer players as part of 27 Latino grassroots leagues across America.

Our solution was inspired by one of our key equity assets, the Lite logotype. By celebrating the unique parallel letterforms of our Germanic type, we created a desirable monogram badge, distinctive shirt detailing and custom numerals. We offered a selection of team crests and colorways for personalisation.

The soccer shirts became synonymous with the grassroots programme and saw over 8 million impressions through media and social media posts.