B Legendary

The Bay Area’s new women’s professional soccer franchise in the National Women’s Soccer League (NWSL), Bay FC, launched a new brand campaign ahead of its inaugural season.

B Legendary builds anticipation of what is to come for women’s sports and celebrates how Bay FC will change the game forever with new heroes to admire, new memories to create and relive, and new team colors to wear with pride.

“B Legendary is a love letter from Bay FC to our Bay Area community, reminding them of their hidden talents, fandom, and dedication as we march toward our inaugural season kickoff in just two months,” said Jen Millet, COO of Bay FC. “There is no other sports market like the Bay Area, and this campaign looks to reimagine what a storied franchise can be, acting as a mirror of the people who live in the nine counties and who are just as passionate about sports as we are.”

As with all aspects of building the Bay FC club, the campaign and film were inspired and created with the Bay Area at its center. Bay Area residents can look forward to seeing the spot on cable and streaming TV, social media, and 600+ digital and still billboards across the region.

“Being from the Bay means being a disruptor, challenging norms,” said Stephen Goldblatt, founder and creative director of Partners in Crime. “Everyone who touched this creative work has a deep history in the Bay Area—from the production team to the music to the actors—and had a real stake in making something impactful for this incredible new sports franchise. The Bay Area is a uniquely fan-driven community, and we were privileged to be a part of the campaign that ties our community together.”