Limited releases live or die in a short window. A collaboration between a heritage skate brand and a young MLS club had to feel authentic to both: true to the Vans legacy, and native to a fan base that wears its loyalty to Austin FC with pride.
The campaign needed to reach soccer fans who might not think of Vans first, give the release a clear identity of its own and build enough demand to move the entire limited run before the moment passed.
WMG® started with the idea. Vans has spent decades living Off the Wall. For a collaboration rooted in Austin's soccer culture, we created Off the Pitch, a subtle twist on the classic tagline that let the campaign speak fluently to both audiences at once.
From there, our team led a full media production shoot, bringing the collaboration to life through imagery and content made for the fans who would wear it. WMG® then produced the advertising materials for the drop, carrying the Off the Pitch campaign across every touchpoint leading up to and through the release.
The limited release sold out completely. More than 2,000 pairs found their way to Major League Soccer fans, and the campaign gave the collaboration an identity the community recognized as its own.
Off the Pitch showed what a single well placed idea can do: honor a legendary brand, speak to a passionate community and turn a limited drop into a moment worth remembering.
