We began our relationship with Riddell by leading the creative and experience design of a new digital hub for the Smarter Football initiative. The program was designed to bring the football community together around a shared commitment to improving how the game is played, coached, and taught.
The digital platform allowed teams and organisations to apply for Riddell equipment grants through a clear and accessible online experience. The focus was on clarity, credibility, and ease of use, ensuring that applicants felt supported rather than overwhelmed. Within the first two months, more than 700 teams submitted applications, demonstrating strong engagement with the initiative and trust in the platform.
Beyond the immediate results, the work positioned Riddell as a brand investing meaningfully in the future of the sport. The success of the Smarter Football platform led to a broader conversation about long term partnership.
Following the campaign, we were invited to pitch for and support Riddell’s wider digital ecosystem, including eCommerce, social content, and promotional materials. The expanded scope helped establish Riddell not only as a product leader, but as the most trusted and forward thinking brand in American football.
The project demonstrated how purpose led digital experiences can create real value for communities while also driving sustained business growth.
