Lacrosse and the rest of the sporting world abruptly stopped when COVID 19 took a foothold in the U.S. Players hunkered down and practiced at home in isolation, away from teammates. As the nation dealt with the effects of isolation and uncertainty, Warrior athletes fought through and embraced the moment as an opportunity to identify holes in their game and improve.

We viewed this moment as an opportunity to build the Warrior brand by encouraging players to participate in the sport however possible as they wait for the return to team play. Working with the Professional Lacrosse League athletes, we used strategic messaging to position Warrior and their sponsored athletes as those who never back down from a challenge and that this moment is no different. In an effort to inspire, excite and build anticipation for the return to team play, we developed the “Return To Lacrosse” campaign, focused on individual players as they prepare to come out of isolation and play with their team again.

The campaign featured all 8 sponsored athletes who were spread out across the country which posed production challenges when combined with the restrictions of COVID. After our creative team locked in the concept and script, we created small remote teams in each city that were directed by our director from his home office in MD.