Not only had the Kicks4Kids brand become outdated since they launch since their inception in 2000, they were currently facing competitive pressure from many area youth soccer tournaments every weekend from spring through fall. Coupled with this challenge was the goal to add more tournaments to expand their capacity and provide support to more causes. They needed to find a competitive edge to attract youth ages 12-17 and adult coaches to join their two annual tournaments and support their causes. SHOESTRING’s review of their marketing plan and the launch of our proprietary branding survey process helped lead the strategic and research phase of Kicks4Kids new brand. After reviewing brands they compete with we pursued a new creative identity that merged a professional soccer team identity with a charitable symbol. A traditional major league soccer team logo with charity ribbon brand tagline “Great tournaments. Even greater causes.” was born and input from youth and teenage segments was overwhelming supportive.

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