Fans – New York City FC 2016 | Clapboard Ad Archive

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Fans - New York City FC | Clapboard Ad Archive

New York City FC’s 2016 secondary jersey reveal, developed by Johannes Leonardo, redefines the club’s role in the Travel/Leisure sector as a connector of sport, lifestyle, and identity, anchoring its creative idea in a vividly fan-centric campaign that actively dismantles barriers between athletes and supporters. The campaign concept hinges on experience and belonging: rather than positioning the jersey as a commodity, it centers the emotional ecosystem of the club itself, casting high-profile players David Villa, Andrea Pirlo, and Kwadwo Poku as both icons and partners to the devoted fans gathered for the digital reveal. This approach sits squarely within Clapboard’s FORMAT#8—Ongoing Characters or Celebrities, leveraging the players’ existing celebrity and cultural cachet to hardwire brand recall and deepen affinity among a captive urban audience. The decision to unveil the jersey directly with supporters, rather than through a standard launch or top-down press event, signals both a confident understanding of the Recreation and Leisure industry’s shift toward participatory experiences and an embrace of digitally native engagement strategies that privilege immediacy and inclusion. New York City FC’s allocation of marquee talent to a setting of genuine enthusiasm and community—both on-screen and among viewers—reframes the club as a living symbol of New York’s dynamic recreational culture, where the team and its following are intertwined in shared aspiration and self-expression. The campaign’s single digital asset operated less as a traditional advertisement and more as an activation, forging anticipatory buzz and amplifying emotional resonance around the new kit; the participation of international stars positioned the reveal as an event on par with the city’s multicultural pulse, with each player’s fan interactions reinforcing the brand’s authentic accessibility. In choosing this angle, the club and agency sidestepped cliché narrative structures and eschewed heavy-handed symbolism, instead deploying a strategy rooted in the ongoing reality of celebrity-celebrant dialogue characteristic of vibrant, metropolitan sports brands. Clapboard rates this 63/100. For a category often dominated by transactional jersey drops and aspirational but remote star endorsements, this campaign demonstrates that credible fan integration and player proximity can powerfully evolve a team’s identity into a broader lifestyle brand.

Credits

Client

New York City FC

Agency

Johannes Leonardo, USA

Executive Creative Director

Jan Jacobs, Leo Premutico

Creative Director

Wes Phelan, Matt Edwards

Account Management

Adam Rubin

Crew

Cedric Gairard

Producer

Tina Diep, Dustin Grant, Tatiana Rudzinski, Jordana Freydberg, Katrina Bayoneto

Strategic Planner

Georgia Lindsay

Production House

Greenpoint Pictures

Director

Logan Roos

Founding Partner

Michael Kuhn

Partner

Jacob Lincoln

Cinematographer

Nate Corbin

Category Mind Map

48%

The campaign centers on New York City FC’s 2016 secondary jersey reveal, positioning the brand as deeply connected to its fan base by involving high-profile players in the unveiling process. The brand proposition emphasizes a shared identity between the team and its supporters, suggesting that being a fan is an integral part of the New York City FC experience. By showcasing key players like David Villa, Andrea Pirlo, and Kwadwo Poku alongside fans, the campaign conveys a promise of inclusivity and authenticity, highlighting the club’s commitment to fostering a strong community bond within the recreational and leisure lifestyle segment. The market strategy leverages a fan-centric approach to build emotional resonance and loyalty within the Travel/Leisure category, identifying fans as both the audience and the co-creators of the team’s culture. The creative angle utilizes digital media to provide early access and exclusivity, tapping into fans’ desire for insider experiences and real-time engagement. This tactic not only encourages immediate online interaction but also reinforces the lifestyle genre by blending sports enthusiasm with recreational leisure activities typical of New York City's dynamic urban environment. The campaign’s relatively modest engagement metrics suggest a focused, niche targeting, aligned with dedicated supporters rather than a mass market push, mirroring the specific cultural and geographic identity of the club. Overall, the campaign strategically situates New York City FC as a lifestyle choice and social connector, extending beyond sport into communal identity formation.

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. This campaign prominently features high-profile soccer players David Villa, Andrea Pirlo, and Kwadwo Poku unveiling the new jersey alongside fans, capitalizing on the cultural celebrity status of these athletes to boost brand recognition and excitement. The narrative does not center on a problem/solution, story arc, or symbolic representation, but rather leverages the appeal and endorsement value of these well-known figures. The campaign’s focus on celebrities directly aligns with Format #8, using them as ongoing brand ambassadors to strengthen identity and affinity among fans. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. LA Galaxy – Market Positioning LA Galaxy positions itself as a star-studded MLS club, leveraging high-profile international signings and a history of championships to attract both casual and passionate soccer fans. They emphasize entertainment value and celebrity appeal, blending sports with lifestyle to create a premium, family-friendly game day experience in the Los Angeles market. 2. Seattle Sounders FC – Market Positioning Seattle Sounders FC distinguishes itself through a strong community connection and fan engagement, fostering one of the most passionate supporter bases in MLS. Their strategy centers on inclusivity, local culture integration, and consistent on-field success, positioning themselves as the embodiment of soccer culture in the Pacific Northwest. 3. Atlanta United FC – Market Positioning Atlanta United FC differentiates by rapidly building an energetic and diverse fanbase using dynamic branding and a vibrant stadium atmosphere. Capitalizing on Atlanta’s growing urban identity, they emphasize youth development and attacking, entertaining playstyle, framing themselves as innovators and trendsetters in American soccer. 4. Toronto FC – Market Positioning Toronto FC is positioned as Canada’s premier MLS team, focusing on multicultural fan engagement and leveraging Toronto’s cosmopolitan identity. They highlight a commitment to strong defensive tactics and competitive consistency, nurturing a loyal fanbase that values both heritage and success within the broader North American soccer landscape. 5. Portland Timbers – Market Positioning Portland Timbers leverage a deeply rooted local culture and a family-oriented, grassroots supporter ethos. Their strategy revolves around authentic fan experiences, community involvement, and a rustic, “soccer town” identity, making the Timbers a symbol of soccer passion in the Pacific Northwest with strong regional pride.

Q: What is New York City FC 2016 Secondary Jersey Reveal: Fans Get First Glimpse about? A: New York City FC 2016 Secondary Jersey Reveal: Fans Get First Glimpse is a digital campaign launched in the United States in 2016 by the agency Johannes Leonardo for New York City FC. The campaign centers on the unveiling of the club’s 2016 secondary jersey, featuring star players David Villa, Andrea Pirlo, and Kwadwo Poku presenting the new kit directly to fans. Designed for the Recreation and Leisure market, the campaign leverages the excitement of a jersey reveal to deepen the club’s connection with its supporters, positioning the team as a lifestyle brand rooted in community and shared identity. Q: What creative device does New York City FC 2016 Secondary Jersey Reveal: Fans Get First Glimpse use? A: New York City FC 2016 Secondary Jersey Reveal: Fans Get First Glimpse employs Format #8 from Clapboard’s 12-format classification system: Ongoing Characters or Celebrities. This creative device leverages the cultural recognition and endorsement power of high-profile athletes—specifically David Villa, Andrea Pirlo, and Kwadwo Poku—to drive brand recall and excitement. By featuring these players as recurring brand ambassadors alongside fans, the campaign builds affinity and strengthens the club’s identity, relying on the established appeal of its stars rather than a narrative or symbolic approach. Q: What is the campaign proposition for New York City FC 2016 Secondary Jersey Reveal: Fans Get First Glimpse? A: The campaign proposition for New York City FC 2016 Secondary Jersey Reveal: Fans Get First Glimpse positions the club as deeply intertwined with its fan base, emphasizing that being a supporter is central to the New York City FC experience. By involving marquee players in the jersey reveal and placing fans at the heart of the activation, the brand signals inclusivity, authenticity, and a commitment to community. This approach speaks directly to dedicated supporters within the Travel and Leisure market, reinforcing the club as both a lifestyle choice and a social connector in New York’s dynamic urban environment. Q: How does New York City FC 2016 Secondary Jersey Reveal: Fans Get First Glimpse rank in Clapboard's archive? A: New York City FC 2016 Secondary Jersey Reveal: Fans Get First Glimpse holds a Clapboard Campaign Score of 63/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. Q: Who are the competitors in New York City FC's category? A: In the Travel and Leisure category, New York City FC competes with several prominent MLS clubs. LA Galaxy is known for its star-studded roster and entertainment-driven, family-friendly experience in Los Angeles. Seattle Sounders FC stands out for its deep community connection and passionate supporter base, embodying soccer culture in the Pacific Northwest. Atlanta United FC has rapidly built a diverse, energetic fanbase and is recognized for its dynamic branding and vibrant stadium atmosphere. Toronto FC positions itself as Canada’s premier MLS team with a focus on multicultural engagement and competitive consistency, while Portland Timbers are defined by their grassroots supporter ethos and strong regional pride rooted in authentic fan experiences.