2018 FIFA World Cup Russia™
While working for Sports Endeavors, Inc., we were proud to be the exclusive FIFA partner for online retail. I was able to lead a team of myself and two other designers to service FIFA’s online retail design needs, from product designs to marketing and promotional materials. For the 2018 World Cup™, my team created over 80,000 products covering the 32 qualifying nations.
More important than the design work, was my contribution to developing new processes and strategies to connect our designs to the retail merchandising teams, then troubleshooting artwork for our production facility, and then onto our customers.
Apparel
One of the primary goals for my team was to have product available on site within two hours of a nation qualifying. This meant that we would need to build out an additional 6 to 8 teams, sadly including the USA, that would not end up making an appearance in the tournament.
Scarves
Scarves are one of a soccer fan’s greatest expressions of support for their team, so I was set to create a variety of scarves for the 2018 World Cup™. These ranged anywhere from team pride scarves, tournament branded scarves, and FIFA World Cup Official Trophy scarves.
Email Marketing
Email marketing served as one of our company’s best resources for informing customers about product launches and sales. Throughout the tournament, we sent nearly daily emails in accordance with both our marketing plan and contractually obligated messaging as required by FIFA.
Partner Collaboration
Being the exclusive online retail partner of FIFA meant that occasionally we would be called in to give consultation and guidance on branding, layouts, and to guide partners through the FIFA approvals process. For our collaboration with FOX, they were having issues with adhering to the tournament brand standards, so I was called in to get their graphical assets in line with FIFA’s guidelines.