Your Game Without the Rain
Objective: Announce the first-ever UK-based merchandise store for an American soccer team.
SUMMARY
When Orange County SC became the first American soccer team to launch a UK-based merchandise store, the challenge was more than logistics. With 500+ new British owners joining the club, this was not just about selling product, it was about creating a bridge between Orange County and the UK.
We leaned into what makes OC instantly recognisable — the beach, the sun, the lifestyle — and translated it for an audience thousands of miles away. The result was a launch campaign that felt aspirational yet familiar, positioning OCSC not only as a football club, but as a lifestyle brand.
To cut through, we created a social-first video that played off Peter Kay’s iconic John Smith’s football advert, a reference only true UK fans would catch. It was a nod to culture, a wink to insiders, and a way to show that while the setting is different, the game and the humour are shared.
This was not just about merch. It was about showing British fans that OCSC is their club too, just without the rain.
CLIENT
Orange County SC
SERVICES
Creative Direction
