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Born & Raised in the city of Los Angeles, LAFC gave me an opportunity to bring my love and pride for the city together with my passion for the beautiful game. When I joined LAFC, we had no stadium. We had no coach. We had no team.
What we had was a community of people with a clear vision of creating history together for what may be the last new professional sports team in Los Angeles.

Seeing what we’ve grown into these past years has been nothing short of amazing. Truly a once-in-a-lifetime experience.
Although it’s impossible to record all the Club’s firsts, joyous moments and accomplishments, here are a few highlights and my contribution to it throughout my time here.

Brand & Community / Fan Relations (Objectives)

1. Create grassroots community events that bring the community of Los Angeles together through shared interests.

2. Learn and identify the needs of the community to build a Club that the community of Los Angeles can identify with pride.

3. Expand the the community’s passion beyond the 90 minutes of a football match and into their everyday lives in Los Angeles.

Brand & Community (Roles)

Built synergy between the Club and various fan groups by creating grassroots events, monthly meetings with fans, daily direct communication through Whats App/Slack, collaborative apparel collections, and organizing/coordinating trips to away games.
Created the first official Korean Cultural Fan Group in Major League Soccer, The Tigers Supporter Group, currently with 80 registered members.

The work with our community resulted in 18,500 Season Ticket Memberships being sold a year before the Stadium Opening and creating the best in-game experience/atmosphere in Major League Soccer. Here are a few videos for those of you who haven’t had the chance to visit our stadium.

“LAFC made itself a player in one of the most competitive sports markets in the country.
The franchise opened a stadium within the city limits that established a new standard for Major League Soccer venues.

It developed a loyal fan base that was responsible for an unusually boisterous game atmosphere.

And under Bradley, a former U.S. national team coach, it played the kind of attacking soccer that won over fans of the sport who were skeptical of the league.”

- LA Times, Dylan Hernandez

LAFC x Guess

• Worked with Partnership Team to secure a 3 year commitment between LAFC and Guess Jeans.
  The first denim partner deal for a club in Major League Soccer

• Collaborated with Marciano by Guess to select suit styles for LAFC players

• Collaborated with Guess Jeans to design player exclusive apparel in addition to retail pieces to hit stores in 2019

• Creative Directed the Lifestyle Photoshoot in the build-up to the collaborative collection

LAFC ICON x New Era

• Work with LAFC’s Design Team and New Era to create the LAFC ICON fitted cap. LAFC is the first MLS Club to co-create a branded series of merchandise with New Era.

• Creative Direct the cap’s lookbook with Club Photographer Imad Bolotok, to represent the city of Los Angeles through a photo series modeled by influencers and LAFC Players.

• Co-produce the Cap Launch event with LAFC’s retail partner Fanatics at LAFC HQ (team store), that set headwear launch sales records.

adidas x Parley - LAFC Parley Jersey

• Creative direct / shoot LAFC’s 2018 Parley Jersey, a League wide initiative for cleaner oceans.

LAFC x Pride Republic

• Co-create Pride Month merchandise with LAFC’s Design Team to celebrate an important pillar of the Club : inclusivity and equality.

• Creative direct a photoshoot with Pride Republic, LAFC’s first LGBTQ Community Fan Group with other Supporter Groups from the 3252 Independent Supporter’s Union.

Niky’s Sports x Mitchell & Ness : LAFC “Heart of Los Angeles” Tees

• Designed the “Heart of Los Angeles'“ tee for LAFC.

LAFC HQ (Team Store) Located at Banc of California Stadium

• Work with Engin Creative Design Team, LAFC Design Team, and Allister Annear, Head Merchandise Consultant of LAFC / VP of Merchandise of LA Dodgers to bring the space to life.

• Work with LAFC Design Team to brand LAFC’s team store as “Headquarters” rather than “team store” to follow LAFC’s brand guidelines to be inclusive than to be transactional.

LAFC Merchandise Truck

• Work with Club Designer Imad Bolotok to design the truck wrap that carries out the brand’s aesthetic seamlessly.

• Collaborate with Fanatics, LAFC’s Retail Partner and Alex Sale of LAFC’s Brand & Community department to schedule Merchandise Truck Stops to generate merchandise revenue. The truck has traveled and collaborated with cornerstones of Los Angeles such as ; Randy’s Donuts, Pink’s Hot Dogs, Beer Belly Koreatown & Long Beach, Chica’s Tacos, Seoul Sausage, and many more.

LAFC - First Jerseys in Club History

• Creative direct the First Jersey reveal in Club history by rallying local community leaders and noteable characters such as ;
  Roy Choi (Kogi Truck), Dom Kennedy (rapper), Ben & Bobby Hundreds (streetwear brand owners), Ja Tecson (photographer), Justin Turner (baseball player), Kike Hernandez (baseball player), Dumbfoundead (rapper), and Shawna Gordon (former NWSL Player).

• Reach out to cultural media channels and successfully gained attention and coverage from the likes of ; Hypebeast, Soccerbible, footyguidelines, Kicks to the Pitch, Magic Johnson, ESPN, and many more.

• Collaborate with the LAFC Brand & Community Department for the first ever jersey launch in Club History. The event saw 2,000+ attendees that eagerly waited 3.5 years to purchase their Club’s first jersey. The launch event shattered record numbers for jersey launch in Major League Soccer, and the primary kit as it stands is the best selling jersey in Major League Soccer.