#LegenD
In July of 2014, Landon Donovan, one of the most recognized and accomplished players in U.S. Soccer and MLS history approached me at LAX. Donovan pulled me aside and asked if I had a minute to catch up. Donovan, then in the prime of his career, stated, “Brendan, I haven’t told anyone else this, but I plan to retire at the end of the season. Can you please build out a plan for me?”
We held the news until August and then crafted a bespoke campaign to honor the LA Galaxy’s most decorated player. The #LegenD campaign featured a mini-documentary, Boyz II Men, in-stadium activations, partnership integration, a first-of-its-kind poster series with Ames Bros. and a national media tour.
