INDUSTRY was tasked with rebranding the Leagues Cup, positioning it as a premier international soccer tournament that unites and engages fans across North America. To achieve this, INDUSTRY created a dynamic, multi-dimensional campaign centered around the production of a powerful anthem and music video. In order to achieve this idea, INDUSTRY focused on the following objectives:
After establishing a brand identity and the slogan "More than Soccer, This is Leagues Cup," the team turned its focus to the first pillar: music.To bring this vision to life, INDUSTRY's co-founder and executive creative director, Oved Valadez, tapped Grammy-winning producer Emilio Estefan. Together, they crafted the official anthem, "Nuestros Colores," featuring a diverse lineup of Latin music superstars. This track underscored the tournament's global appeal and cultural richness.
To further elevate the anthem, a thoughtful yet energetic music video was produced by the team on location in Los Angeles, Mexico City, Miami, Portland and more. Showcasing a diverse cast of real fans, celebrities, creators, mascots, and football legends like Jorge Campos, the video highlighted the tournament's blend of rivalry and unity. Iconic figures such as Matthew McConaughey, Christian Nodal, and the Estefan family, amongst more, joined the celebration, reinforcing the campaign's message of inclusivity and connection.
By seamlessly integrating an array of musical talent, captivating visuals, and a compelling brand narrative, INDUSTRY elevated Leagues Cup beyond traditional sports marketing. The anthem and music video helped position the tournament as a significant cultural touchstone in North American soccer.
The 2024 Leagues Cup campaign and tournament achieved unprecedented success, setting new records across the board. The music video, available on YouTube, has surpassed 570K views and continues to grow, while the anthem itself has garnered over 110K streams on Spotify, with numbers still climbing. This marks the second year that INDUSTRY has managed the tournament’s creative marketing, and their debut in producing a song and music video asset, far surpassing the team’s objectives.
