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Sounders FC x Jimi Hendrix Kit Release

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Ahead of the 2021 season, the Sounders engaged in a historic collaboration with the Jimi Hendrix foundation to create a kit that truly spoke to the heart of the city, the ethos of the club and to the spirit of the fans.

The Sounders came to us to help launch this new kit in spectacular fashion. The key to making this launch successful was ensuring we were honoring Jimi in the best way we could while not losing sight of the team that made this moment possible. We went to work, capturing hazy psychedelic jersey footage using a Phantom camera for the release video, developed a sporty photography direction that was reminiscent of a stage environment and cultivated a simple narrative and typographic treatment as a through line to drive the campaign. This launch went on to be the most effective to date for the Sounders—selling out within the first hour and marking the best day in kit sales in club history.

A special Sounders Matchday tradition, Jimi Hendrix’s iconic rendition of “All Along the Watchtower” blares throughout the stadium prior to kickoff. It’s a rallying cry rooted in the fabric of our city. This kit honors one of Seattle’s great music legends.

The bright accents and psychedelic patterns are a nod to Jimi Hendrix’s album covers and memorable on-stage style. Jimi’s signature stamps the bottom of each jersey and the necktape features his handwritten lyrics from his song, “Straight Ahead”.

The Scarf

We created a limited edition scarf to accompany the kit launch—inspired by the guitar strap Jimi Hendrix wore during his seminal performance at Woodstock in 1969.

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Old Salt Smoked Fish & Bagels

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The masterminds behind Manolin and Rupee Bar have created yet another Seattle staple—Old Salt. Simply put, they serve fish on bagels on the Fremont Cut.

When they asked us to design their logo, we wanted to approach this a little differently than normal. Inspired by classic sardine cans and the hand-painted hull designs seen in our harbors, we challenged ourselves to craft a mark the old fashioned way—with oil paint and cotton paper. The result is an emblem that pays homage to the neighborhood’s maritime roots and feels at home in its environment, yet projects a lighthearted, modernity.