The “Don’t Tread on Me” message has become the battle cry for United States Soccer. The television set up the story, and the media which followed filled in the details. The digital, print and collateral pieces brought to the soccer community their mantra (the printed manifesto in vertical soccer titles and USA Today), touch points to foster a sense of community (MySpace.com page) as well as the tools to be evangelists (posters, stickers, etc.).

Over 300% increased traffic to nikesoccer.com and over 34,000 MySpace friends reflected the campaign’s effectiveness - the demand spilled into retail with DTOM branded clothing. This culminated in the US team using this mark to effectively brand the entire sport for our country.