LOCALLY ROOTED CAMPAIGNS TURN HOMETOWN PRIDE INTO FANDOM TO REIMAGINE FUTURE OF VOLLEYBALL

League One Volleyball (LOVB)— the largest community in youth volleyball and the nation’s first professional league built from the club up —with Atlantic New York, an independent creative agency based in Brooklyn, to develop new season campaigns for its six pro teams ahead of the league’s second season.

Tasked with helping LOVB’s six professional teams develop an ownable expression deeply rooted in their city’s culture, energy and history, Atlantic New York created a series of unique executions, each designed to transform hometown pride into passionate fandom.

These distinct rallying cries included:

LOVB Atlanta: “Bring Your A” — a challenge befitting the modern-day capital of culture, known simply as “The A.”
LOVB Austin: “The Crown Stays Home” — the defending champions defend their title with bold Texas pride.
LOVB Houston: “Grit Up” — celebrating the ambition and toughness of one of the world’s most diverse cities.
LOVB Madison: “We Mad” — channeling Wisconsin’s next-level volleyball passion into a new team identity.
LOVB Nebraska: “State of Legends” — honoring the holy ground of American volleyball where the sport is a way of life.
LOVB Salt Lake: “High Attitude” — merging the elevated mountain landscape with the team’s elevated drive and determination.

To develop the campaign, the team conducted interviews with players, fans and internal stakeholders to identify cultural insights that resonate with each city. The work extends beyond rallying cries to include social media, in-arena experiences and out-of-home advertising.