Campaign Copy

This jersey celebrates our Club’s success on and off the pitch. The smokescreen print across the chest panel represents our players elusive movement across the green turf as well as the way we celebrate goals at home. With LA across the heart - this jersey reinforces our pride in this city while representing our 2022 MLS Cup Championship with our first star. The jock tag reflects our global aspirations, away days culture, and commitment to marching together into uncharted territory. This is a culmination of the culture we’ve built together on the pitch, in the stands, and in the streets.

2023 AWAY DAY SCHEDULE CONTENT

This jersey was primarily worn on the road, and considering this, we employed it’s colors and the promotion of the merchandise collection with match-day-related assets. This color and pattern distinction acted as a color key that quickly informed our fan base as to whether a match was home or away. It also added a level of thematic variety across our feeds while emphasizing our campaign story.

INITIAL CONCEPT DIRECTION (BRIEF LANGUAGE)

This kit pays homage to our supporters who have been with us from day one, their smoke that follows goals at home, and that is carried on the road and through the streets of enemy territory.

This jersey channels our North-End goal-smoke celebrations as we reflect back on the many special moments, big and small, all worth celebrating.

The word smokescreen means smoke made to conceal military operations and obscure movement.

"smoke-screened"

Streetwear culture focused. Our goal is to develop a kit that is emblematic of our city’s discerning style and is highly wearable on and off the pitch.

Themes

• Unite the World's City Through The World's Game

• Global Ambition

• Away Days / Travel

COLOR

Olive Drab as the darker shade that sits atop a lighter base of the same color family. Lighter color anchors this jersey’s overall tone safely in the “light kit” tonal category and opposite to LAFC’s traditional black home kit.

PATTERN

Acid Wash inspired. The motion of North End goal smoke.
Tie Dye. Subtle and tasteful low contrast print integration.

JOCKTAG: COVER The World

• Global ambitions

• Commitment to Unite the World’s City Through The World’s Game

• Our travelling supporters / Away Days

NECK TAPE: SHOULDER TO SHOULDER

• Inside our jerseys since day one

• Chosen by the 3253 Supporters Council

• Emblematic of the LAFC communities collective effort