The Unity Kit

Atlanta United is a soccer club true to its city. More than a club, it’s a reflection of Atlanta’s culture. So when they were the only MLS club awarded a third kit, it had to be more than just another colorway. We wanted to show this third kit wasn’t just a moment of pride for the club, but a celebration of the city that we call home and the power of the beautiful game to unite us all. We couldn’t just talk about unity as an ideal. We had to show it in action.

Amid a backdrop of cultural divisions, racial reckonings, and separation driven by the pandemic, the idea of unity had never felt so idealistic or out of reach. And even though unity had been a core pillar of Atlanta United since its inception, we recognized the risk of coming off tone-deaf if we celebrated unity without any acknowledgment that it’s hard-fought — especially given Atlanta’s deep roots in the civil rights movement and racial justice.

On top of crafting a meaningful message behind the Unity Kit, we needed a launch experience that was emotional and hopeful, and to come to life with the signature Atlanta United swagger (oh, and meeting CDC Covid protocols as well). We knew the only location that met our ambition and our intention was the bastion of unity in our city — the Center for Civil and Human Rights in Downtown Atlanta.

Partnering with the Center for Civil and Human Rights to launch the Unity Kit, we created a custom, 360º audio-visual, fully immersive experience. The exhibit took audiences across the world, highlighting stories of soccer’s unifying power throughout history. At the completion of the event, fans could purchase and customize their Unity Kits. And to prove that this Unity Kit was truly for ALL of us, net proceeds from Unity Kits sold at the launch event, were re-invested directly into the community through the Atlanta United Foundation and the club’s many community relation initiatives. Taking the moment to celebrate the unity of our city, our sport, and our club.