A multi-year content system for Major League Soccer's All-Star Skills Challenge. Identity, broadcast graphics, and editor-ready toolkit deployed across five skill competitions.
MLS All-Star Skills Challenge needed an identity that could carry across broadcast graphics, in-stadium moments, and social cutdowns, all built in MLS's brand language but elevated for an event-level moment.
The challenge: design once, deploy everywhere, without losing the energy.
We built a unified visual language for the Skills Challenge. Each video breaks down the rules for one of the 5 different challenges, while the foosball players incrementally come to life throughout the competition, from typical on-bar position to fully animated by the last explainer video.
Energetic, sports-native, built to move fast.
League activation built like a brand campaign.The Flannel · for Major League Soccer
What started as a single Skills Challenge package grew into a multi-year content system. Across five All-Star weeks (2021 to 2025), we've delivered the full graphics package plus an editor-ready toolkit MLS's in-house team has used to cut social and broadcast adaptations.
One identity, refreshed and extended each year, that's become the through-line of MLS All-Star programming.
25-minute intro call. Bring your brief. We'll bring a perspective.
contact@theflannel.com