The challenge was that young athletes who don’t participate in Flag Football, either don’t know about the sport or don’t see it as legitimate or culturally relevant.
However, the NFL understands that people who participate in football in their youth are far more likely to be lifelong fans.
So, the mission was to make this game *anyone’s* game, elevating the perception of the “Let’s Play” movement and bringing Flag Football to more young potential participants and fans by showcasing the sport’s athleticism, excitement, and cultural relevance. The objective of “Let’s Play” was to prove that the culture of Flag football is being shaped by young players, including girls, AND admired by influencers and NFL players. The goal was to drive younger fans to sign up for Flag by inspiring and demonstrating the inclusivity, dynamism, and relevance of this rapidly growing sport.
Our strategic insight was that Flag Football is being shaped by the kids that play this game - on and off the field.
Flag Football is one of the fastest-growing sports, especially for girls. With NFL Flag, the league is creating a community that is more open, more inclusive, and more diverse. Flag opens the world of football to young men and women from all socioeconomic backgrounds to create a new game in their own image. From college scholarships to the inclusion of flag football in the LA 2028 Olympic Games, the growth of flag football has presented new pathway opportunities for these young athletes. As they lace up their cleats, smear their eyeblack, and step onto the field, these players demonstrate with every stutter step and sideline pass just how powerful, dynamic, and fun Flag Football can be.
“Created by Flag” brings to life this growing cultural relevance with the athleticism and skill required to play Flag Football, while also demonstrating the sport’s accessibility to a wide range of athletes. By partnering with NFL stars, Justin Herbert and CeeDee Lamb, viral content creator @ishowspeed, and current Flag Football athletes, including Flag World Championship participants, Ava Wallace, Brooklyn Hill, and more, we highlight the excitement of the game and the opportunities it brings to young players.
Through dynamic camera movements and energetic transitions, we not only highlighted the athleticism of the game but also the excitement and opportunity it brings these young athletes off the field.
As a result of its crucial role in generating opportunities, especially for high school girls—organizing over 1,800 leagues across the U.S. with over 700,000 players—the NFL was just recognized as a Fast Company 2024 Brands That Matter honoree. After launch, the collaboration garnered buzz among sports and streaming communities alike, with 57.24M total media impressions and a whopping 99.9% positive sentiment.
